Coke, who own Glaceau vitamin water, have refreshed the packaging after cutting the sugar levels within the drinks. These drinks have previously come under scrutiny from the ASA after claiming the drinks were healthy but were then found to have extrememly high levels of sugar within the drinks meaning their health claims were actually false. Having replaced the sugar with a new stevia-based sweetener, which will now see the sugar levels cut down by 30% and the calories reduced by 30, the packaging has also been refreshed. The new packaging now features pictograms which highlight each drink's specific nutrient. I don't really see much of a change in the packaging and if the new focus is on the pictograms then I think the copy on the bottle could be made smaller or less bold as currently this still remains the focal point on the bottle because I'm drawn to the word vitamin more than anything else.
Following the Olympics this year most brands are now aiming to be healthier and follow the consumer trend of wanting to be more health and fitness conscious. I will personally be more inclined to now buy this product because I refused to buy it after the ASA brought to light how much sugar was actually in the drinks but now the sugar is reduced I may buy it for it's nutrients.
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