I heavily influenced TCCC for this variant to strengthen the brand when I worked in Multiple Grocery channel. It launched very well, revived Lilt, but then suffered as TCCC invested nothing ATL in the brand.
When I first joined the system, Lilt was the biggest flavoured carbs brand we had, but Coke made it clear they saw Lilt going by the wayside. It's taken them 35 years to do it.
Genuinely sad for me.
They couldn't even keep it a sub brand of Fanta. b***ds. It will be flavour rotated in the Fanta range and eventually disappear.
Several of us would have bought this brand at various stages along the decline, but TCCC not willing to even negotiate. They don't want it, but nobody else can have it.
Now they have neglected it so long, nobody would pay big money for it.
As I say back in the late 80's it vied with Tango as biggest flavours brand, before Fanta's national launch in the UK.
Jon Woods leaves his role and suddenly it is gone.