Coca-Cola is making massive changes to Diet Coke.
On Wednesday, the beverage giant announced it is rolling out modernized Diet Coke packaging and a new ad campaign, as well as new flavors. The classic Diet Coke will remain unchanged, but it will be joined by four new flavors: Ginger Lime, Feisty Cherry, Zesty Blood Orange, and Twisted Mango.
Coca-Cola said in a press release it spent two years developing the new flavors and bottles, testing more than 30 new Diet Coke flavors.
For the last few years, Diet Coke has been the weakest link in the company's cola lineup. In October, Coca-Cola reported the brand's sales by volume declined in the mid-single digits last quarter. Industry publication Beverage Digest reported Diet Coke US sales by the dollar dropped 1.9% in 2016.
Americans are increasingly cutting sugar out of their diets, meaning that they're drinking less of sugary sodas. But shoppers remain suspicious of Diet Coke's use of artificial ingredients.
"Diet CSD [carbonated soft drinks] sales were supposed to be the solution to the industry's calorie dilemma," Monica Kvamme, a consultant at Zenith Global Ltd, said at Beverage Digest's Market Smarts conference in December. "But, that was short-lived, as diet sales peaked in 2005 and have been falling ever since."
Since 2005, diet soda sales have dropped a whopping 34%.
Despite being a zero-calorie drink, Diet Coke has struggled to win over many health-conscious shoppers.