Fanta Orange in natural flavour and new packaging

The Coca-Cola company has announced the launch of Fanta Orange, which will now feature 100-per cent natural flavours and also a bold new look with vibrant packaging, colourful illustrations and contemporary graphics.

The Fanta brand offers an assortment of "bold, interesting flavours that make it a favourite with teenagers," the US soft drinks maker says.

Fanta Orange will be the first flavour and the latest in the Fanta portfolio to have completely natural flavours, while offering the same taste, joining Coca-Cola and Sprite.

By this summer's end, two more members of the Fanta family – Fanta Apple and Fanta Grapefruit, will be available with 100 per cent natural flavours.

"We know that during these difficult times, shoppers want to bring home products that the entire family will enjoy, we are pleased to invest in our products and offer the same great taste of Fanta now with 100 per cent natural flavours," said Santiago Blanco, VP Sprite and flavors, Coca-Cola North America.

"The introduction of this new formulation and the new look of the Fanta line are part of our ongoing efforts to reinvigorate the sparkling beverage category in the US, and Fanta will play a critical part in this effort due to its strong connection with moms and teens."

Fanta Orange is available in multiple retail and convenience channels from large supermarkets to dollar and drug stores nationwide, in 12-ounce-cans, 20-ounce bottles, two-litre bottles and multi-packs.

Fanta's new look and natural flavours represent the first set of efforts to strengthen Fanta's leadership position among fruit flavored sparkling beverages. A fully integrated marketing campaign will follow shortly featuring the return of one of the most acclaimed advertising campaigns across the industry.