Diet Coke gets biggest makeover ever in bid to restore cachet

"We're contemporising the Diet Coke brand and portfolio with sleek packaging and new flavours that are appealing to new audiences".

"We love the essence of Diet Coke and we don't want to throw it away - just modernize it so we can re-express it for a new generation of fans", he added.

Coca-Cola Co. said Wednesday that it's making its 12-ounce Diet Coke can taller and slimmer, updating the logo and offering the 35-year-old drink in four new flavors: mango, cherry, ginger lime and blood orange. From these insights, Coca-Cola's R&D team developed and tested more than 30 Diet Coke flavor combinations, featuring tropical, citrus and even botanical notes. The taste of the plain Diet Coke will stay the same, the Atlanta company said.

The vibrant new look includes stripes of colour printed vertically on the can, with the name of the flavour at the top end, and a picture of the fruit flavour on the bottom.

The relaunch is part of the company's plans to focus on low-sugar and low-calorie options, following relaunch of Coke Zero a year ago, and its recent introduction of Fuze Tea to Europe.

Coca-Cola Zero Sugar, formerly Coke Zero, has unveiled a UK TV campaign showing an elderly man breaking free from his retirement home.

More news: Magellan Midstream Partners LP (MMP) RMI Running Higher in Consecutive Sessions

Diet Coke sales have fallen as more people switch to other low-calorie drinks, such as flavored fizzy water.

Several other institutional investors have also recently made changes to their positions in COKE.

Coke says the new look could help attract new drinkers beyond the product's core consumers.

The Coca-Cola Company has announced that it is updating its Diet Coke brand, in a bid to appeal to younger consumers.

Coca-Cola Bottling Co Consolidated (NASDAQ COKE) traded down $1.22 during mid-day trading on Thursday, hitting $203.96.

The redesigned cans will retain the brand's silver and red colouring, with different coloured accents for each of the new flavours. The brand's new design and flavors will be available first in the United States, followed by Canada in February.

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