Published: Sat, January 13, 2018
Business | By Max Garcia

New Diet Coke Flavors Bow to Millennial Whims

New Diet Coke Flavors Bow to Millennial Whims

The company says after speaking to 10,000 people and spending years exploring combinations such as tropical, citrus and botanical notes, "it found magic" with the new Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango flavours.

Diet Coke sales have fallen - dropping by 3.5 per cent just past year - as more people switch to other low-calorie drinks, such as flavoured water.

Sure, Diet Coke's great, but what if we had it in a bunch of flavours aimed specifially at millennials? "We want to build on the success of the brand to date, reminding people of what makes it so special".

Diet Coke may be the newly discovered secret to ridiculously long life - and this week brings even more refreshing news (see what we did there?) for the brand: Soon the company will unveil four new flavors of the soda, which was created in 1982.

But the Diet Coke you think you know is history.

Simon Harrison, customer marketing director at Coca-Cola European Partners, said: "Coca-Cola Zero Sugar is one of the fastest growing brands in our portfolio".

On Wednesday, Diet Coke announced a major transformation to its cans, shifting to a taller, sleeker look that still holds the same 12-oz. portion of soda. Diet Coke also will continue to be offered in all existing package sizes, such as standard 12-ounce cans, mini cans, glass bottles and more.

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 Atlanta-based company says the taste of the original Diet Coke - which has been repackaged in the new cans - will stay the same.

The brand's new design and flavors will be available first in the United States, followed by Canada in February.

"With a brand recast, designers are challenged with determining how far is too far, and how close is not far enough", said James Sommerville, vice president of Coca-Cola Global Design.

Diet Coke sales totalled more than £1.54 billion past year.

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