Coca-Cola Amatil has relaunched its Cascade Blackcurrant Ultra-C cordial in Tasmania, two years after acquiring the brand, following consumer backlash over its changes to the fruit juice syrup’s formula.
The beverage giant bought Tasmania-based Cascade Beverages in 2013 and was soon reportedly flooded with complaints by consumers accusing Coca-Cola of changing the cordial’s recipe. A Facebook page was soon set up by disgruntled Cascade fans calling on the company to “bring back the old Cascade Blackcurrent Juice”.
“We totally underestimated the passion for Cascade Ultra-C and how discerning Tasmanians were,” Coca-Cola Amatil MD, Alison Watkins, told News Limited of the relaunch.
“We got feedback in no uncertain terms via a Facebook page that a number of our fans set up. It was very clear that while this was a small product to us, it was something consumers cared about very deeply,” Watkins said.
According to News Limited, Coca-Cola Amatil has spent almost two years working with Tasmanians to return the drink to its original taste.
“Hearing the feedback first hand, then being able to test the new formulation with them and seeing their reactions, it was a great experience.”