Magazine article Marketing

Fanta to Introduce Lemon Brand to UK

Magazine article Marketing

Fanta to Introduce Lemon Brand to UK

Article excerpt

Coca-Cola is gearing up to take on Britvic's Tango in the UK flavoured carbonates market by extending its Fanta brand into a Lemon variety, with the possibility of further flavours to follow.

The UK launch of Fanta Lemon is planned for early next summer. Globally, lemon is Fanta's second best-selling flavour, and is widely available across Europe, including in France, Italy and Spain. It launched in the Netherlands and Belgium in March.

Soul, the agency that last week won the creative task for the Fanta brand in the UK, is likely to be briefed to work on the launch of Fanta Lemon.

Soul said it was unaware that Fanta Lemon was being launched in the UK, and Coca-Cola GB refused to comment on the launch. But last week Coke said that Fanta is to be made a priority brand next year, with a spend of [pound]5.5m, up from [pound]4.5m.

The new flavour will strengthen Coca-Cola's position in its battle with Britvic, which distributes Pepsi in the UK, as well as owning Tango. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.