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Mello Yello goes back to its roots with retro design

BY Allison Cerra

ATLANTA Mello Yello is getting nostalgic with a throwback look this summer.

The citrus soft drink features the original playful tilt of the green and orange logo, but now with the pair of double “L”s strolling off the edge of the can. Bubbles of citrus flavor and stylized fruit images float in the signature yellow background behind the Mello Yello logo. The soft drink will be rolling out with the new packaging in 2-liter bottles, Fridge Packs and 20-ounce PET bottles in all markets, with 16-ounce PET bottles and 20-can packs available in select locations, Coca-Cola said.

“Mello Yello’s fans are passionate about its citrus flavor,” said Sabrina Tandon, Mello Yello’s senior manager. “We want to thank those fans by making the brand more available and taking it back to its roots with a look that truly captures the original, easy-going smooth of the ’70s.”

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Dr Pepper Snapple Group to distribute Vita Coco

BY Allison Cerra

PLANO, Texas Dr Pepper Snapple Group has reached an agreement with a coconut water brand to distribute its product.

DPS will distribute five Vita Coco flavors: 100% pure pineapple, acai and pomegranate, peach and mango, and tangerine. Initially, distribution will be expanded to Florida and Georgia, with other states to follow. Vita Coco will be available in 11.2-oz., 17-oz. and 34-oz. tetra packs.

“Allied brands are an important part of our overall route-to-market strategy, enabling us to enhance our own brand portfolio with strong players like Vita Coco,” said Rodger Collins, packaged beverages president for Dr Pepper Snapple Group. “We’re excited about the opportunity to expand Vita Coco via the DPS footprint.”

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Fresh & Easy to carry Reed’s beverages

BY Allison Cerra

LOS ANGELES Fresh & Easy stores throughout California, Arizona and Nevada will begin carrying selected Reed’s and Virgil’s products in all of the chain’s 159 locations.

“Fresh & Easy is a true innovator, providing the highest quality, freshest food to neighborhoods in the Western United States with stores that are about a third of the size of the average U.S. supermarket,” stated Chris Reed, founder and CEO of Reed’s. “[Fresh & Easy’s] smaller size format and focus on quality and freshness makes this a perfect fit for Reed’s all-natural products. We are very excited to be working with them as they increase their footprint in the United States and position themselves to become one of the top supermarket retailers in the country.”

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