The beloved 90s beverage Lilt is to be scrapped and rebranded after nearly fifty years on the market.
Manufactured by The Coca-Cola Company since 1975, the sparkling soft drink was particularly popular in the UK. It became a staple beverage among teens thanks to its catchy slogan: “Totally tropical taste.” Originally inspired by the flavors of the Caribbean, Lilt contained a mixture of pineapple and grapefruit juice.
The fizzy drink became well known for its memorable advertisement released in 1988 featuring the “Lilt-Man,” a play on the classic trope of the “Milk Man,” selling Lilt cans on a sun-kissed tropical beach.
The drink’s packaging design is reminiscent of the 80s and 90s era aesthetic, one that consumers still remember fondly and are not easily letting go of. Lilt lovers flocked to Twitter to vocalize their disapproval of the strategy, inquiring about the reasons behind the decision.
Why would you take Lilt away? I don't care if they're rebranding it into a fanta flavor. That's literally my girl. You're taking her individuality and shine away. Lilt did NOTHING. pic.twitter.com/vXPIlTxHYL— Kate 🌸 (@ifkate) February 13, 2023
Rumored to be due to its long-term decline and poor sponsorship deals in the 1990s, Lilt is being rebranded into Fanta Pineapple & Grapefruit, becoming a part of the Fanta family.
Coca-Cola announced that Fanta Pineapple & Grapefruit bottles and cans would be gradually rolled out in the UK from February 14. However, to consumers’ disbelief, Coca-Cola spokespeople insist that the drink’s taste will remain the same.
"Our main priority with this announcement is to reassure Lilt's loyal fan base that absolutely nothing has changed when it comes to the iconic taste of the drink they know and love. It’s just got itself a new name," Fanta brand manager Charlotte Walsham said.
Seeing as the tropical drink was only available in a handful of locations besides the UK, Ireland, Gibraltar and Seychelles, the rebranding of Lilt to Fanta may prove to be a smart move long-term, despite the current disappointment of nostalgic consumers.