Diet Coke Rebrand, New Varieties

20180111 new diet coke

On Wednesday, Coca-Cola announced four new flavors of Diet Coke-Twisted Mango, Feisty Cherry, Ginger Lime, and Zesty Blood Orange-expressly targeting Millennials, CNN reports.

But don't worry, zero-cal beverage purists: Unlike the recent Coke Zero makeover, there be no alterations to the flavor of the drink, which is sweetened with aspertame ("You don't mess with a good thing", says the company's press release).

"That's why we're rolling out a modern design and adding new sleek cans - still 12 ounces with that old-school Diet Coke vibe and great taste".

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The research and development team at Coca-Cola tested over 30 potential new Diet Coke flavors, working with tropical, citrus, and even botanical notes before settling on the four new flavors. We're modernizing what has made Diet Coke so special for a new generation.

"We cast a very broad flavour net after looking at what millennials are eating and drinking and what food and beverage trends and insights told us", said Melissa Schwartz, senior brand manager for Diet Coke. The new varieties will sell in eight-packs and as on-the-go singles.

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

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"This visual evolution elevates the brand to a more contemporary space, while still using at its foundation the recognisable core brand visual assets". The taste of the plain Diet Coke will stay the same, the Atlanta company said.

Keeping the brand's iconic silver color, the new look and feel has a simplified color palette focused on silver and red with accents of bold color to represent the new flavors.

The new US Diet Coke packaging shift seems to contradict its previous message. "Following the double-digit growth we've seen from Coke Zero Sugar since its introduction last fall and with this full Diet Coke brand relaunch, we believe we can continue to re-energize and strengthen our no-calorie business".

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