Fanta rolls out mystery zero-sugar blue flavour

By Éilis Cronin in Soft Drinks 31st March 2021

Coca-Cola European Partners (CCEP) is bringing back its “What The Fanta” campaign for a second year, featuring a “mystery” blue zero-sugar flavour.

The blue flavour is rolling out now in 500ml and two-litre bottles now and “could be one of several exciting zero sugar flavours”.

To find out the flavour, shoppers will need to scan the QR code on-pack to unlock a series of online clues, which will “develop each week to sustain interest and intrigue”.

Point of sale material will be available from the end of April.

The wider campaign follows an initial campaign in 2020 for the brand’s green variant, which drove “five times the rate of sale as seen on Fanta Orange in the same period”.

Simon Harrison, vice president of commercial development at Coca-Cola European Partners GB, said: “Our popular Fanta zero sugar range is worth over £68m, which has in part been fuelled by the demand for our zero sugar flavoured variants.

“Our most recent launches – Fanta zero sugar Raspberry and Fanta zero sugar Grape are now worth £12m combined, with Fanta zero sugar Raspberry delivering £4.5m in sales in its first year.

“The extended ‘What The Fanta’ campaign will be supported by marketing activity that is sure to get people talking and drive purchases.”