Coca-Cola has unveiled new packaging for its Fanta range of fruit-flavoured sparkling soft drinks.
The new Fanta Orange drink, which will contain a third less sugar, will come in an asymmetric, spiral bottle.
The packaging incorporates a fresh visual identity, which is designed to reflect Fanta’s 'fruity, fun and vibrant' nature.
It will be launched by next month, while the new recipe will be launched in the UK in May.
The packaging also has a new logo created using hand-cut paper and transformed into a digital design.
Coca-Cola stated that the iconic Fanta Orange will feature a revamped colour palette that has been designed to enhance the bottle's appearance on shelves.
The new Fanta bottles will be available in 500ml and 2l formats.
Almost two years ago, the firm replaced traditional, symmetrical Fanta bottles with a new spiral-shaped design.
Coca-Cola Great Britain marketing director Aedamar Howlett said: “This year looks set to be the biggest in Fanta’s history, with a fresh new look inside and out.
“As well as a new visual identity, we’ve been working hard to reduce the sugar without compromising on the taste and we’re delighted to be launching this new look alongside a new recipe with a third less sugar than before which consumers have told us tastes better than ever.”
The new look will be backed by a multi-million-pound integrated marketing campaign, including advertising, sampling, and in-store promotion.
The Coca-Cola Company launched Fanta in Italy in 1955.
Image: Fanta’s new packaging design. Photo: courtesy of The Coca-Cola Company.