7Up is transforming itself into a "lime-lemon" soda, putting the green citrus fruit at the center of the brand's biggest formula change in more than 15 years.
Owner Keurig Dr Pepper announced it would reformulate the nearly 100-year-old soda brand to help it stand out in a sea of lemon-lime competitors, such as Coca-Cola's Sprite and PepsiCo's Starry.
7Up is bringing the new lime-forward flavor profile to its regular, zero sugar, cherry and cherry zero sugar varieties. The company said the new recipe is the first lime-led formula in the category, a point of differentiation in the $5 billion lemon-lime segment.
The new recipe also comes with changes to packaging and brand identity. 7Up will showcase a new vertical logo, bolder colors and more distinctive design to call attention to the lime-forward product.
“This is a bold reinvention of one of America’s most iconic soda brands for a new generation of consumers- starting with the flavor itself,” Drew Panayiotou, chief marketing and innovation officer for Keurig Dr Pepper, said in a statement. “We are transforming a beloved heritage brand into a modern disruptor—delivering a sharper visual identity, a more refreshing taste experience, and a distinct position that attracts new users and deepens brand loyalty.”
Keurig Dr Pepper and PepsiCo have struggled to create a lemon-lime soda to match the dominance of Coca-Cola’s Sprite, which was the No. 3 soda last year. Pepsi changed Sierra Mist to Starry in 2023, partially due to the former brand’s struggle to compete with Sprite.
With the 7Up reformulation, Keurig Dr Pepper appears to be planting its flag on building out its current soda portfolio as opposed to growing via acquisitions. Keurig Dr Pepper also recently moved to breathe new life into RC Cola as a traditional cola.
A lime-focused reformulation is meant to speak to younger consumers' desire for big flavors. Keurig Dr Pepper’s internal beverage trend report found that 72% of Generation Z and Alpha people gravitate toward citrus-forward flavors, and 64% of the same group prefer bold and intense taste experiences.
Keurig Dr Pepper is in the process of splitting up its beverage and coffee business into two independent companies. The company is planning to complete the shift by the end of the year. Keurig Dr Pepper’s beverage business reported second quarter net sales of $2.9 billion, a 10% increase year over year.
