Britvic category report: Fanta hit by 13% take-home fall

Marketing 22-Mar-06

Coca-Cola's Fanta suffered a 13% slump in take-home volume sales in 2005, as fruit-flavoured carbonates continued to decline.

Fanta was the worst-performing brand of the top-10 take-home drinks,
according to the Britvic Soft Drinks Category Report 2006. The only
other brand to suffer a drop was AG Barr's Irn-Bru, which fell 3% year

on year.

Fruit-flavoured carbonates as a sector fell by 12% in take-home
sales.

Coca-Cola picked Mother to handle advertising for its Fanta brand at the
end of last year (Marketing, 7 December). The soft-drink giant plans to
extend the brand with further variants, as well as introducing still
Fanta.

Coca-Cola is the biggest soft-drink advertiser in the UK and increased
its budget by 27% year on year, to £28.2m in 2005.