Fanta Grape is now available in stores across the country and will form part of the brand’s core GB range, being sold in 330ml cans and 500ml bottles.
Founded in Germany during the Second World War before being taken over by the US juggernaut in 1960, Fanta has grown to become the number one flavoured carbonate brand on the British retail market, according to Nielsen.
The new grape flavour will serve to complement Fanta’s HFSS-compliant UK range, which is currently spearheaded by Fanta Orange and Fanta Fruit Twist.
It will also be sold in larger 2L bottles and multipacks for sharing occasions, and will be backed by a multi-million-pound marketing campaign, which will include influencer partnerships, out-of-home advertising, social media and experiential events.
“We’re excited to be expanding our core Fanta range with the introduction of refreshing tart Fanta Grape – a bold flavour that taps into growing consumer demand and taste preferences,” said Rob Yeomans, VP of commercial development at Coca-Cola Europacific Partners GB.
“Fanta NPD has delivered nearly a quarter of total innovation-led growth in soft drinks, and this latest additions are a great way to engage new shoppers, build brand excitement and help our customers boost sales.
He continued: “To support the launch, we’re providing vibrant POS and digital assets via MyCCEP.com – designed to maximise impact in-store and spark shopper interest from launch day onwards.”
Convenience retailers will be able to request Fanta Grape point-of-sale materials and download digital assets via MyCCEP.com, to help bring the launch to life in-store.
CCEP will no doubt be hoping the launch of the new flavour will help cement Fanta’s solid performance on the UK market, where it now accounts for almost one in every five flavoured carbonates sold (Nielsen).
