Fanta builds core range with UK launch for Grape
DRINKS giant Coca-Cola Europacific Partners (CCEP) has announced a new fruit expansion for its Fanta brand with the launch of Fanta Grape.
Available in stores now, the new Fanta Grape variant comes in 330ml cans as well as 500ml rPET bottles for shoppers to enjoy on-the-go, or in a larger two litre rPET bottle and multipacks for at-home consumption occasions.
The launch will help retailers to capitalise on the strong performance of Fanta in the UK, says CCEP. This comes after Nielsen data for the year to 29 November which found that the brand helped to drive 23.4% of soft drinks growth across the UK during the time period.
Furthermore, the new launch taps into the rising demand for the grape flavour within the soft drinks space which, according to the same Nielsen research, has seen a boost of popularity across the category, providing an increase of 8.1% value sales.
The launch will be supported by a multi-million pound marketing campaign from CCEP including influencer partnerships, OOH advertising, social media and experiential events.
Convenience retailers can also drive up awareness of the new launch in store by requesting Fanta Grape POS materials or by downloading digital assets for the launch from MyCCEP.com.
Rob Yeomans, VP for commercial development at CCEP GB, said: “We’re excited to be expanding our core Fanta range with the introduction of refreshing tart Fanta Grape – a bold flavour that taps into growing consumer demand and taste preferences.
“Fanta NPD has delivered nearly a quarter of total innovation-led growth in soft drinks, and this latest additions are a great way to engage new shoppers, build brand excitement and help our customers boost sales.
“To support the launch, we’re providing vibrant POS and digital assets via MyCCEP.com – designed to maximise impact in-store and spark shopper interest from launch day onwards.”
