The Brief
Coca-Cola Europacific Partners (CCEP) sought to explore the feasibility of replacing Schweppes Regular Lemonade with Schweppes Slimline Lemonade in key on-premise locations. This initiative was primarily driven by CCEP’s commitment to reducing its carbon footprint and enhancing its sustainability credentials. By switching to Slimline Lemonade, which has a lower sugar content and a reduced environmental impact, CCEP aimed to align its product offerings with the growing consumer demand for healthier and more eco-conscious beverage options.
However, concerns arose regarding the potential acceptability of this change among consumers, particularly in terms of taste, mouthfeel, and overall satisfaction when consumed both as a standalone drink and as a mixer. One of the primary issues highlighted was whether Slimline Lemonade, which contains artificial sweeteners, would be perceived as inferior in quality or taste. Additionally, the impact on brand loyalty and purchasing behaviour was a crucial consideration.
To evaluate the potential consumer response to this change, CCEP commissioned a blind taste test study. Serendipity2 was tasked with conducting this research to assess whether consumers could distinguish between the two lemonade variants and, more importantly, how they reacted when informed about the switch. This study provided valuable insights into consumer preferences, potential resistance, and opportunities for CCEP to introduce the new formulation in a way that maximises acceptance and minimises disruption.
Our Approach
To ensure a robust and comprehensive analysis, we designed and executed a structured blind taste test in real-world settings. The methodology focused on obtaining unbiased consumer feedback while capturing a broad spectrum of participant demographics to provide actionable insights.
Taste Test Methodology
Each participant sampled both Schweppes Regular Lemonade and Schweppes Slimline Lemonade in a blind format, meaning they were unaware of which variant they were drinking. The test was structured as follows:
1. Standalone Evaluation: Participants were asked to taste both variants without any mixers and provide feedback on aspects such as sweetness, carbonation, mouthfeel, and overall preference.
2. Mixer Evaluation: To assess how the lemonade performed in different beverage contexts, both variants were served as mixers with a variety of alcoholic drinks, including gin, Pimms, vodka, and wine spritzers. Participants evaluated how well the lemonade complemented the primary drink and whether any noticeable differences in taste or experience were detected.
3. Post-Taste Awareness: After the blind tasting, participants were informed about which lemonade variant they had consumed. They were then asked to provide further feedback on whether the information influenced their perception of taste and whether they would be open to choosing Slimline Lemonade over Regular Lemonade in the future.
By structuring the test in this way, we could isolate genuine taste preferences from pre-existing biases and habitual choices. This allowed for a more accurate assessment of how consumers might react if CCEP made the switch permanent.
Results and Key Findings
The study revealed several key insights into consumer preferences and behaviour regarding lemonade selection. While individual responses varied, a number of consistent trends emerged:
Consumer Ability to Differentiate
- A significant proportion of participants struggled to distinguish between the two lemonade variants, particularly when consumed as a mixer.
- When served standalone, however, a majority of participants were able to identify taste differences, with some noting that Slimline Lemonade tasted “lighter” and “less sugary” than Regular Lemonade.
- The differences were most noticeable among consumers who regularly drink lemonade on it’s own, as opposed to those who primarily consume it with alcohol.
Taste Preferences
- In standalone consumption, Regular Lemonade was preferred by a small minority of participants, as it was described as having a “fuller” taste and a “more natural sweetness.”
- As a mixer, Slimline Lemonade performed better in lighter drinks such as Pimms and wine spritzers, where its subtler flavour complemented the beverages rather than overpowering them.
- When mixed with stronger spirits such as gin and vodka, Regular Lemonade was favoured, as it provided a more balanced and familiar drinking experience.
Consumer Openness to Change
- Despite initial preferences, however, most participants expressed willingness to accept either variant, particularly if positioned correctly.
- Those who were initially resistant to Slimline Lemonade became more receptive when they were informed about its sustainability advantages.
CONCLUSIONS AND OUTCOME
Conclusions
The results of the study indicated that Schweppes Slimline Lemonade can be successfully introduced as a default post-mix option without alienating most consumers. They highlighted the need for CCEP to take strategic steps to address taste perception issues and optimise consumer acceptance in terms of:
- Taste refinement: Reformulating Slimline Lemonade to improve mouthfeel and reduce any artificial aftertaste could help bridge the preference gap between the two variants.
- Consumer education: Highlighting the sustainability benefits of Slimline Lemonade through on-premise marketing, social media, and product labelling might help shift perceptions.
- Gradual rollout strategy: Phasing in Slimline Lemonade at select locations first would allow for additional consumer feedback and product adjustments before a full-scale implementation.
- Pairing recommendations: Promoting Slimline Lemonade as a superior mixer for certain beverages (e.g., Pimms, wine spritzers) can encourage consumer acceptance and shift drinking habits over time.
Outcome
With these insights, CCEP now had a clear roadmap for implementing Schweppes Slimline Lemonade across key locations. By leveraging taste enhancements, consumer education, and gradual transition strategies, CCEP could successfully integrate the new variant while balancing consumer satisfaction and sustainability goals.
With the right approach, CCEP could position this transition not only as a sustainability win but also as a forward-thinking move in line with evolving consumer preferences.
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