“Ginger Lime,” “Twisted Mango,” “Zesty Blood Orange,” and “Feisty Cherry” make up the new flavors. According to the company, the decision behind the rebrand was to simply “try something new.”
The change comes as the behemoth soft drink company plans to target the more health-conscious millennial. “We’re modernizing what has made Diet Coke so special for a new generation. The same unapologetic confidence still comes through and the same great Diet Coke taste people love is here to stay, but we’re making the brand more relatable and more authentic,” said Coca-Cola spokesperson Rafael Acevedo.
“We’re contemporizing the Diet Coke brand and portfolio with sleek packaging and new flavors that are appealing to new audiences. This visual evolution elevates the brand to a more contemporary space, while still using at its foundation the recognizable core brand visual assets.”
The two-year process to develop the quartet of new Diet Cokes included more than 10,000 interviews and narrowing down the choices from 30-plus flavors, according to Coca-Cola. The company took inspiration from Millennials’ affinity for “big… flavors in their favorite foods and beverages – from hoppy craft beers to spicy sauces.”
The rebranding of Diet Coke comes at a convenient time, since overall sales of soft drinks have been dropping consecutively for the past 11 years. Soda giants Coca-Cola and PepsiCo have steadily been losing market share in the last several years as consumers opt for healthier drinks over sugary sodas. To keep up, they’ve been adding new drinks, like teas, juices and waters; smaller sizes and even reformulations of old favorites like Coke Zero.
The new flavors are slated to hit stores shelves in the U.S. on January 22nd in a new skinny 12-ounce can.