Coca-Cola GB is to unveil the first non-carbonated version of Fanta next summer.
Fanta Still, which will be the first Fanta product sold in a plastic bottle but not a can, is aimed at the teenage group deemed too young for Coke still juice product Oasis. It is expected to be rolled out in August next year.
With carbonated soft drinks in decline worldwide, Coke is extending a fizzy drink brand famous for having more than 100 flavours around the world into new territory.
The drink will be the third and final initiative built around the Fanta brand in 2006. April will see no-sugar-added Fanta Z launched, and in July the first of a series of Fanta flavours from around the world will go on sale in the UK. The flavours will be available for six months at a time.
But industry sources question the wisdom of launching Fanta Still, claiming it clashes with Oasis and that a Fanta-branded still drink will confuse consumers.
One retail source says: “Oasis isn’t synonymous with orange flavour, while Fanta obviously is, but there is an element of clash. We’ll take a look at it when it launches, but it’s not the biggest priority on my list.”
Atlanta-based Coke chairman and chief executive Neville Isdell says consumers should expect risk-taking new products next year, but claims the real “game-changers” won’t make it to market until 2007 and 2008.