Britvic rebrands 7UP Light to allay health concerns

Britvic Soft Drinks is rebranding its 7UP Light fizzy drink as 7UP Free in response to Coca-Cola’s newly invigorated diet brands.

Coca-Cola is relaunching its Dr Pepper, Fanta, Lilt and Sprite “lite” and diet variants under the umbrella brand Z – standing for zero added sugar. The relaunched products will appear on shelves in mid-April (MW September 30, 2004).

The reformulated 7UP Free, also to be launched in mid-April, will be labelled as sugar-, colour- and caffeine-free. The brand will retain its Fido Dido cartoon character as its on-pack brand image. A spokesman says the change is in response to the growing concerns among parents about carbonated soft drinks being unhealthy.

The latest Britvic Soft Drinks Category Report shows overall sales value for the sector up one per cent and volume sales down two per cent for 2004 (AC Nielsen).

However, carbonate volume sales are down by a steeper margin as consumers begin to look for healthier alternatives. In the take-home sector, Coca-Cola Enterprises saw value and volume sales drop seven per cent and nine per cent respectively, with the Fanta brand falling 11 per cent. Britvic Soft Drinks saw take-home value and volume sales drop three per cent and four per cent respectively, but Tango dropped 19 per cent. The company is hoping to widen Tango’s appeal with the launch of Tango Clear next month, which is aimed at women and backed by a &£3.7m advertising campaign (MW February 17).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here