Diet Coke Gets Four New Flavors and Whole New Can Design

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

According to a company-generated story on Coca-Cola Journey, the company got the opinions of 10,000 Diet Coke drinkers across the nation in order to help develop the winning flavors.

As the Coca-Cola Company reported in its latest quarterly earning report, the brand saw a "mid single-digit decline in Diet Coke".

"We know Diet Coke has all kinds of fans - from people who have loved its great taste since it launched in 1982 to Millennial men and women who are always looking to try new things", said Rafael Acevedo, Coca-Cola North America's group director for Diet Coke.

Those are Ginger Lime, Twisted Mango, Zesty Blood Orange, and Feisty Cherry.

But that the company has made the Diet Coke changes in its biggest global market shows just how keen it is to bring the beleaguered brand back to life. But what is apparent is that Coke Zero Sugar's bolder brand imaging does a better job of attracting consumers than Diet Coke.

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Diet Coke is having a revamp - and not a moment too soon. As the sales for carbonated drinks fell, bottled water sales surged. "It's up to the companies to offer those options", Stanford says adding that the better the companies do that, the more profitable they will become. The company spent two years on the makeover and tested more than 30 flavors before settling on the four.

Anchored by 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 changes will show up in US stores by the end of the month and in Canada in February. Canada will be the first location outside the sell the relaunched products.

Asked about this, a Coca-Cola spokesperson told just-drinks that the company is adopting the One Brand plan in the United States for regular, Zero and Life but not for Diet Coke because it "has such a large and loyal fan-base".

In spite of these new changes, Coca-Cola says that the recipe for its classic Diet Coke has not been reformulated. 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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