BevReview.com

Given that 7Up has lost a ton of market share to Sprite and Sierra Mist (both of which taste horrible, in my opinion), looks like they are trying nothing new to differentiate the brand:

7UP Gets a Natural Makeover; The Original Lemon-Lime Soft Drink Returns to its UNCOLA Roots with 100 Percent Natural Ingredients

Posted: 4/20/2006 11:34:48 AM

Just in time for its 77th anniversary, the original UNCOLA will be made from 100 percent natural ingredients…

PLANO, TX April 20, 2006 – 7UP, a flagship brand in the Cadbury Schweppes Americas Beverages portfolio, is getting a natural makeover. Starting this month, just in time for its 77th anniversary, the original UNCOLA(R) will be made from 100 percent natural ingredients, giving consumers a new twist on the crisp, refreshing taste of 7UP.

"We're proud to be the first mainstream carbonated soft drink brand to address consumer demand for a great tasting lemon-lime soft drink made from 100 percent natural ingredients," said Randy Gier, Chief Marketing Officer for Cadbury Schweppes Americas Beverages. "By removing all the artificial ingredients, 7UP is remaining true to its roots as 'the UNCOLA'(R) – an alternative to other carbonated soft drinks currently on the market."

Since its introduction in 1929, 7UP has responded to changing consumer needs. From the iconic UNCOLA(R) campaign highlighting 7UP's equity as a crisp, clean, clear, caffeine-free choice to the launch of 7UP, now made from 100 percent natural ingredients, the brand has remained true to its commitment to meet the changing needs and desires of consumers.

Making the Natural Choice

All the ingredients in 7UP, now 100% natural, come from natural sources, and all artificial ingredients, such as the artificial flavor preservative, calcium disodium EDTA, have been removed. That means that only five simple, natural ingredients remain: filtered carbonated water, high fructose corn syrup, natural citric acid, natural flavors, and natural potassium citrate. All of these ingredients are commonly found in a number of natural products, including soups, baked goods and beverages.

Additionally, sodium has been reduced nearly 50 percent in the 12-oz. can, from 75mg to 40mg. These changes ensure that the 100 percent natural ingredients come together to deliver a crisper, more refreshing 7UP taste.

The move to natural is in response to rising consumer demand for natural products. According to SPINS, a San Francisco-based company that offers natural products movement data, the natural soda market has seen almost 15 percent growth from May 2004 to May 2005 (without the presence of a mainstream brand). An IRI January 2006 "Times & Trends" report indicates that all natural products have reached a 94% household penetration and the current double-digit category growth is projected to sustain in the high single-digits during the next five years.

"Changing the way we make 7UP, a much-loved 77-year-old brand, was a task that we did not take lightly," said Kelli Freeman, Vice President of Marketing for 7UP. "7UP, now 100% natural, has been in the works for more than a year because we wanted to ensure that we stayed true to the crisp, refreshing 7UP taste that consumers have come to know and love."

77 Never Felt So Good

The evolution of 7UP to a 100 percent natural lemon-lime carbonated soft drink is a timely move for the brand's 77th birthday. To celebrate this milestone, the launch of 7UP, now 100% natural, will be supported by television, radio, print and online advertising, significant sampling outreach and retail partnerships, among other activities.