Sunny D slashes sugar content for relaunch

Sunny D is relaunching with a significantly reduced sugar content in a bid to take advantage of the trend for consuming healthy drinks. Owner Sunny Delight Beverages Company (SDBC) claims the product has 47% less sugar than rival brands such as Britvic’s Fruit Shoot.

Sunny D Florida Original will be relaunched as the first part of an extensive overhaul of the brand. The drink, which will have 12% less sugar than the current version, will available in retailers from the end of this month.

SDBC says the repositioning is a response to mums in the UK wanting less sugar in the soft drinks they give their children. It adds that the new product will be the only soft drink in the category to qualify for an amber traffic light label, indicating it has a medium sugar content.

Sunny D had massive success following its £10m launch in 1998 but suffered a sales slump after criticism about the amount of sugar in the drink.

Latest from Marketing Week


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


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.


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.


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

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