Sprite’s ‘improved taste and reduction in calories’ will be communicated on-pack with the ‘Now most refreshing taste ever’ and ‘30% less sugar’ messaging.
The reformulation will be introduced across the whole of the regular Sprite range. Sprite Zero will remain available for consumers that prefer a zero sugar, no calorie alternative.
“To reduce the calories so significantly on one of our biggest sparkling brands, while at the same time improving the brand’s great taste, is a major milestone,” said Nick Canney, VP sales & marketing at CCE. “We remain committed to reducing the sugar content of our brands to offer consumers a wide choice of low and no calorie variants. As the number one lemon and lime flavoured soft drink, Sprite is in an ideal position to lead the way with its updated formulation that provides the ultimate refreshment.”
The launch of Sprite with stevia will be supported by a four-month marketing campaign from the end of April that includes TV, press, online and in-store POS.
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