Diet Coke gets new look and flavors amid sinking sales

Diet Coke has had a makeover and announced plans to introduce a series of new flavors in an effort to reverse slumping sales. 

The sugar-free soda brand will be introducing sleeker 12-ounce cans and changing up the design of its classic label, with five versions color-coded to match their flavors.

The minimal design includes stripes of color printed vertically on the can with the name of the flavor on the top end and – in the case of the new products – a picture of the fruit flavor on the bottom.

A new spectrum: Diet Coke is receiving a makeover with new can design and four new flavors in an effort to boost sales

The new flavors on sale include Ginger Lime, Feisty Cherry, Zesty Blood Orange, and Twisted Mango, with all due to hit shelves later this month in the US.

As for the flavors more familiar to longtime customers of the brand, Diet Coke with lime and Diet Coke Cherry will be only available on Amazon from now on.

The Atlanta-based company says the taste of the plain Diet Coke will stay the same, and the cans will contain the same volume despite the change in shape of the can.  

Diet Coke sales have fallen – dropping by 3/5 per cent just last year – as more people switch to other low-calorie drinks, such as flavored fizzy water brands like LaCroix.

Just a tweak: The company insists that the classic Diet Coke flavor won't be changing with the new look

Just a tweak: The company insists that the classic Diet Coke flavor won’t be changing with the new look

Aimed at the youth: The company claims that the new packaging is 'Insta-ready'

Aimed at the youth: The company claims that the new packaging is 'Insta-ready'

Aimed at the youth: The company claims that the new packaging is ‘Insta-ready’

The company says Diet Coke’s new look and flavors were aimed to appeal to millennials, saying that the aim is ‘to make sure packages are Insta-ready.’

Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke, told BuzzFeed: ‘We love the essence of Diet Coke and we don’t want to throw it away — just modernize it so we can re-express it for a new generation of fans.’ 

He added that the company is also looking to expand its base beyond the 80 per cent of their customers who are white.

‘We believe that to recruit a new generation, we have to appeal to them, and millennials are 40 per cent multicultural.’ 

Despite the troubles, Diet Coke sales totaled more than $2.1 billion last year.



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