Orange Fanta returns to U.S.

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Coca-Cola Co. this month will re-introduce orange Fanta to the U.S. after a six-year absence, concentrating first on markets in the Southwest and Northeast. The target is Hispanic mothers with children under 18; advertising is expected to follow early next year. In the past, Coca-Cola has worked with Cliff Freeman & Partners, New York, on Fanta. Coca-Cola, which also markets Minute Maid orange soft drink, said targets for the two beverages are different, with Minute Maid appealing more to teens. Fanta, marketed outside the U.S., is the company's No. 2 seller after Coca-Cola.

Copyright November 2000, Crain Communications Inc.

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