Lilt is a classic, it has been on our shelves for the last fifty years, but all good things must come to an end, and the beverage is now being axed.
But fear not, the fruity fizzy drink is instantly being relaunched by Coca-Cola as Fanta Pineapple and Grapefruit, and cans and bottles of the new product with the “same totally tropical taste” will start to appear in stores from Tuesday, February 14.
Fanta already offers a variety of flavours, such as grape, the beloved orange, and the famous holiday flavour lemon. However, it will soon adopt Lilt’s flavours. But not everyone is impressed by the news, as fans of the drink expressed their outrage on social media shortly as word of the brand change came.
One Twitter user wrote: “Gutted, no one will ever be able to buy that can of Lilt once every five years any more and go ‘why don’t I drink this more.’”
While another commented: “All I ask is an advert where the Lilt Man drives off into the sunset accompanied by a calypso “There goes the Lilt Man” in a minor key.”
“Lilt has been discontinued. I don’t think I want to live in a world without Lilt in it. What’s the point anymore,” a third wrote.
Another added: “Our rational minds told us this day may come, but our hearts always held onto hope. Our beloved Lilt has succumbed to the gentrification of the worst kind.”
One social media user even tried to sell his last bottle of Lilt: “One of the last bottles of Lilt that will ever be produced before the brand disappears forever from 14th February 2023. Full sugar version. Pineapple and grapefruit flavour. Brand new and sealed. £500. No offers.”
It’s safe to say the news has caused waves online, and it’s going to take a while for us all to come to terms with the loss.
From a business point of view it does make sense, as according to market researcher NielsenIQ, Fanta was valued at £281 million by the end of 2022, which is more than 17 times the value of Lilt, whose sales were £15.6 million in the 52 weeks leading up to September 10, 2022.
The tagline for Lilt’s 1975 UK launch was “The Totally Tropical Taste,” and it has fought gallantly to remain on our shelves for so long next to so many competitors.
Coca-Cola said that the switch from Lilt to Fanta happened gradually over a period of months. “Keen Lilt fans may have spotted a gradual transition as the drink has made its way into the Fanta family over the past few months, with changes to its packaging and logo,” a spokesperson said.
“Some have even hypothesised on social media that Lilt may be becoming part of the Fanta brand, and one even went as far as producing their own news broadcast-style video.”
Vice President of Commercial Development for Coca-Cola Europacific Partners GB, Martin Attock, remarked: “Our main priority with this announcement is to reassure Lilt’s loyal fanbase that absolutely nothing has changed when it comes to the iconic taste of the drink they know and love.”
“It’s still bursting with tangy tropical flavours. It’s just got itself a new name.”
What do you make of the rebrand?
