The fizzy beverage company is "redefining the $5 billion lemon-lime category," according to a press release shared directly with Parade, by flipping the script on the flavors and moving forward with a lime-heavy flavor profile, as opposed to lemon. The reformulation puts lime at the center, "designed to strengthen the brand's distinctiveness and appeal with a new generation of drinkers." It is said to present a "brighter" taste.
“This is a bold reinvention of one of America’s most iconic soda brands for a new generation of consumers - starting with the flavor itself,” said Drew Panayiotou, Chief Marketing and Innovation Officer at Keurig Dr Pepper (KDP), in the news release. “7UP has an incredible legacy, but by giving lime the spotlight, we’re rewriting the rules of the lemon lime category. We are transforming a beloved heritage brand into a modern disruptor—delivering a sharper visual identity, a more refreshing taste experience, and a distinct position that attracts new users and deepens brand loyalty."
In addition, the brand is undergoing a total design revamp, debuting a refreshed identity. 7UP Regular, 7UP Zero Sugar, Cherry 7UP, and Cherry 7UP Zero Sugar will feature a vertical logo, bolder colors, and more distinctive wrapping.
As Parade previously reported, earlier this year, 7UP moved into a new category, revealing its first-ever energy drink. In April, popular energy drink maker Ghost—which was recently acquired by Keurig Dr Pepper—announced the launch of Ghost Energy x 7Up, a “refreshing, nostalgic” new variety inspired by the citrusy soda.
Next, Dr Pepper's First-Ever New Release Offers One-of-a-Kind Taste
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