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Coca-Cola has announced that it is axing its Lilt brand and will relaunch the beverage under its Fanta line as Fanta Pineapple and Grapefruit. Consumers will now find a brand-new Fanta Pineapple & Grapefruit logo on bottles and cans, including a graphic nod to the tropical taste of the product’s roots.
Martin Attock, vice president of Commercial Development at Coca-Cola Europacific Partners UK, said that the company’s main priority was to reassure “Lilt’s loyal fan base” that nothing has changed with regards to the taste of the drink, it’s simply got itself a new name. Lilt Zero will also be experiencing the same rebrand, becoming Fanta Zero Pineapple & Grapefruit. Fanta Pineapple & Grapefruit is available in 330ml cans, 500ml and 2L bottles. Meanwhile, Fanta Zero Pineapple & Grapefruit is available in 2L bottles only. The product has begun gradually rolling out across UK retailers.
