Soft drinks revamp to cut out additives

01 June, 2007

Britvic is removing artificial flavours and colours from its Tango range.

The alterations have been made after the manufacturer suffered a drop of 43 per cent in pre-tax profits for 2006, which has been blamed on the diminishing market for sugared soft drinks. The

healthier range will be launched in July with revamped packaging and a redesigned bottle shape. Britvic will spend £2 million

on a heavyweight ad campaign to communicate the changes.

The range will also be expanded with an Orange, Lemon

& Lime Citrus flavour Tango, which will join the existing line-up of Orange, Apple and Cherry. Both the Citrus and Orange flavour will be available with no added sugar from July.

Marketing director Andrew Marsden

said: "Our research showed that removing artificial colours and flavours does not sacrifice the taste of Tango and, in fact, the new formulation of Orange with natural colours and flavours performed better in taste†tests."

The changes follow moves by Asda and M&S to cut additives from their own-label soft drinks.

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