Coca-Cola has announced the biggest revamp in pack design for Fanta sparkling soft drink.
The new visual identity features a new spiral bottle and a new recipe for Fanta Orange which includes a third less sugar.
Fanta’s logo has also been changed to match the new look. The company claims that the new logo has been designed using hand cut paper and was transformed into digital design to show movement and spontaneity.
The logo is said to complement the new twist on Fanta bottle. Said to have taken two years in the making, the bottle claims to be first in the industry. The design allows for an asymmetrical design that twists the bottle to form a unique shape.
The brand’s fun image is also claimed to be highlighted by a hidden smile. Fanta Orange has been highlighted with a new colour palette which was designed to visually make an impact on the shelf.
The new bottles are available in 500ml and two litre versions.
Complementing the new look is the new recipe. Coca-Cola says that the new Fanta has about a third less sugar compared to before.
The sugar reduction is built on the 33% reduction in sugar content from 2006 and the recipe is now down to 4.6g per 100ml from 6.9g of sugar per 100ml. Fanta Orange Zero Sugar will continued to be offered for consumers who are looking for the great Fanta taste without the sugar.
Coca-Cola Great Britain marketing director Aedamar Howlett said: “This year looks set to be the biggest in Fanta’s history, with a fresh new look inside and out.
“As well as a new visual identity, we’ve been working hard to reduce the sugar without compromising on the taste and we’re delighted to be launching this new look alongside a new recipe with a third less sugar than before which consumers have told us tastes better than ever.”
