Soft drinks giant, Coca-Cola Great Britain is re-branding the "diet" and "lite" versions of some of it youth products.
From next month sugar-free Lilt, Dr Pepper, Sprite and Fanta will be marketed under the umbrella brand of Z, which stands for "zero added sugar". A heavyweight marketing campaign will be launched in May.
The company says the Z brand has been developed in response to consumers' lifestyle choices and to combat misconceptions about the terms "diet" and "lite".
Diet Coke will not be affected by the change.
The agency says it has provisionally approved Coca-Cola's use of the ingredient, but it now has to be scrutinised by the EU.
Assuming the rebranding and new product rollouts are successful, they could be extended on a global basis.
Data sourced from Brand Republic (UK); additional content by WARC staff