Diet Big Red Redefines its Flavor

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@@img1WACO, Texas – June 2007 – Beginning this summer, Big Red®, the number one red soft drink, moves forward in a rejuvenating way. Focusing on the brand’s sugar-free version, Diet Big Red® will hit the Texas market in full force with a new flavor formulation and the first packaging update since 1997.

Diet Big Red’s update will be fueled by the singular message “now MORE Big Red taste” indicating the formula is new and tastes more authentic to the original Big Red flavor profile. The new formula contains enhanced flavor and a sweetener blend now consisting of sucralose and Ace-K.

In addition to the new formula, Diet Big Red’s packaging graphics have been updated. The new packaging design features the familiar Big Red logo red on a clean blue fade. “Diet” has been moved away from the Big Red logo for more visual impact. The update includes the new “Now MORE Big Red taste” message that will be featured on all packaging and marketing elements.

The updated packaging speaks directly to consumers with the messages “calorie free,” “sugar free” and “very low sodium.” The update allows Diet Big Red to deliver on taste and image inline with other leading diet soft drinks on the market. “Big Red’s goal with the update is to more closely match the flavor of Big Red to allow Big Red fans and core consumers the ability to enjoy the taste of Big Red without the sugar content,” said Vanessa Costigan, marketing director, Big Red, Ltd.

The new look and formulation will be in market summer 2007.

About Big Red, Ltd.
Big Red, Ltd. is among the most experienced beverage companies in North America with a history dating back to 1937. Along with Big Red®, recognized as the United States’ most number-one selling red soda, Big Red, Ltd. markets beverage brands Diet Big Red®, Big Red Vanilla Float®, and Sugar Free Big Red Vanilla Float®. The company’s flavor line also includes Big Pineapple®, Big Peach®, Big Punch®, NuGrape®, and Nesbitt’s® products. Distributed widely through a dedicated network, consumers in 42 states and over 8 countries enjoy the Big Red, Ltd.’s beverages.