Artificial colours and flavours will be dropped from Tango soft drinks, according to its manufacturer.
They will be replaced with natural alternatives extracted from fruit, says Britvic.
Sugar levels in the fizzy drinks will be reduced by 15 per cent as part of the new recipes which launch in July.
Britvic will spend £2 million on a marketing campaign to publicise the changes.
An orange, lemon and lime ‘citrus’ flavour Tango will launch in new packaging which reflects the brand’s ‘updated natural credentials’, the firm said.
Britvic’s changes to Tango follow moves by Asda and M&S to cut E-numbers from their own-label food and soft drinks.
The firm’s soft drinks marketing manager, Andrew Marsden, said: ‘Our research showed that removing artificial colours and flavours does not sacrifice the taste of Tango and in fact the new formulation of orange with natural colours and flavours performed better in taste tests.’
Tango currently comes in orange, apple, cherry, and no-added sugar orange flavours. Citrus and no-added sugar citrus flavours launch in July.
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