Diet Coke Announces a Fab Four

Australia looks on as Diet Coke shakes up cans and flavours in US

Australia looks on as Diet Coke shakes up cans and flavours in US

After 35 years, America's No. 1-selling zero-calorie beverage brand is entering a new era.

In the redesign announcement posted to Coke's website on Wednesday, Rafael Acevedo, Coca-Cola North America's group director for Diet Coke, lightly acknowledged the issue, and noted that they "believe" they "can continue to re-energize" the brand.

"Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach. We're modernizing what has made Diet Coke so special for a new generation", he added. "We even hosted a mixology session in Atlanta where we invited fans to ideate, create and taste Diet Coke flavours we were considering".

The new brand represents Coca-Cola's biggest product investment for over a decade.

According to Uproxx, the Coke brand is making a play for LaCroix's audience.

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The company spoke to more than 10,000 people from across the country to get their ideas and inputs on potential flavor extensions, packaging updates and more. More importantly, it may give fresh meaning to the decades-old Diet Coke brand, which has lost its former utility as a no-sugar drink since the launch in 2005 of Coke Zero, and more recently the rebranded and reformulated Coke Zero Sugar.

Those are Ginger Lime, Twisted Mango, Zesty Blood Orange, and Feisty Cherry. A bolstered diet portfolio would help protect Coca-Cola's CSD sales from further anti-sugar regulation, now making in-roads with legislative bodies across North America. "Diet Coke and its expanded flavor portfolio provide a crisper taste and bolder flavors", he explained.

That's a sentence someone has presumably not only said, but also acted upon, as Coca-Cola have announced plans to roll out four more options on top of its standard "Diet Coke flavour".

According to Coca-Cola, the new products will be introduced to USA stores this month and will be in distribution in the worldwide market in February.

The company has unveiled a new design for the low-sugar drinks brand in the USA market, and introduced four new flavours.

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Left behind, Diet Coke has been searching for an identity, and Coca-Cola will hope the flavour expansion and funky packaging will offer it one in the years ahead.

"This visual evolution elevates the brand to a more contemporary space, while still using at its foundation the recognizable core brand visual assets", said James Sommerville, vice president, Coca-Cola Global Design. A slightly refined typography simultaneously preserves Diet Coke's heritage, yet presents it in a more progressive manner.

According to the report, the value for soft drink companies has been on the rise despite the drop-in sales for diet sodas as the companies have tailored their products to meet consumer needs for attractively packaged smaller, healthier portions.

The company says Diet Coke's new look and flavors were aimed to appeal to millennials.

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