July 3, 2022

Sanpellegrino creates new visual identity for its sparkling fruit range

The entire range Sanpellegrino Tastefully Light & Classic Taste has now switched to a new 33cL can design and multipacks, which aim to underline Sanpellegrino’s distinctive values of natural ingredients and Italian origin. The new visual identity also sees the drinks manufacturer reducing plastic packaging by replacing the can’s plastic shrink wrap with cardboard cartons. 

The Sanpellegrino Tastefully Light sparkling fruit range includes Limonata (lemon), Aranciata (orange), Aranciata Rossa (blood orange), Melograno & Arancia (pomegranate & orange), Limone & Menta (lemon & mint) and Pompelmo (grapefruit). Each can includes at least 16% real fruit juice sourced from Italy and the Mediterranean and stevia from natural sources. The Tastefully Light range of beverages are non HFSS* and compliant with the incoming HFSS promotional regulations. The whole range is also not liable for the Soft Drinks Industry Levy. 

Michela Tasso, Sanpellegrino UK Brand Manager, says: “We are delighted to unveil a completely new and refreshing visual identity for both our Classic Taste & Tastefully Light sparkling fruit ranges, aiming to delight consumers by offering a more premium drinking experience, without compromising on Sanpellegrino’s iconic taste and naturalness. In addition to the new, sleek can and updated visuals, we are reducing the amount of plastic packaging we use by switching from classic plastic wrapped cans to carton.”

Catherine Goswell, OOH Category Manager, adds: “The number of outlets stocking the Sanpellegrino range continues to increase¹ as retailers recognise the importance of having a more premium soft drinks offer. Wholesalers should replicate this within their portfolio, ensuring the range is readily available to secure returning trade from retailers. Sanpellegrino has seen particularly strong growth within the Convenience channel, where sales are up 11.6%² and growing faster than the total Carbonates category. Within Convenience, alongside the growth of the two top sellers Sanpellegrino Limonata and Aranciata 33cl, the brand has also seen exceptional growth within Aranciata Rossa 33cl (Blood Orange), up 39.4%³ in value as retailers look to offer differentiated flavours to cater for their customers’ needs. To maximise sales, wholesalers should stock an extended range of Sanpellegrino flavours to drive volume and provide choice.”

The new look will be supported by a new 360 degree summer campaign covering ATL, digital, social media led by the tagline ‘Life sparkles under the sun.’. The Mediterranean sun – at the core of the campaign – is what brings to life the fruits used to craft Sanpellegrino Drinks allowing people to enjoy the taste of life at its best.

Sanpellegrino Tastefully Light & Classic Taste sparkling fruit ranges is available to purchase in most major wholesalers including Booker, Bestway, Costco, Dhamecha, Brakes, Bidfood, Parfetts & Hyperama.

  • Aranciata Rossa non HFSS recipe available from August 2022.

1. IRI All Outlets, San Pellegrino Flavoured Carbonates, Total Points ACV Wtd Distribution %Change vs YA +13.2%, 52 w/e 30th April 22.
2. IRI MA, Convenience Excl Major Mults, San Pellegrino Flavoured Carbonates, Value Sales % Change vs YA, 52 w/e 30th April 22. Carbonates Value Sales % Change +4.8% vs YA, 52 w/e 30th April 22.
3. IRI MA, Convenience Excl Major Mults, San Pellegrino Limonata 33cl, Aranciata 33cl, Aranciata Rossa 33cl, Value Sales % Change vs YA, 52 w/e 30th April 22.