7Up, part of the Keurig Dr Pepper brand portfolio, has unveiled its first brand evolution in more than 15 years, centred around a lime-led reformulation in the US. 7Up Lime Lemon is a new lime-forward formula for the soft drink, designed to strengthen the brand’s distinctiveness and appeal within a traditionally lemon-led carbonated soft drink segment. The reformulation will bring the lime-forward flavour profile to 7Up Regular, 7Up Zero Sugar, Cherry 7Up and Cherry 7Up Zero Sugar, rolling out nationwide from mid-August alongside a new visual identity. This research fuelled 7Up’s new flavour refresh, aiming to cater to the growing number of younger consumers seeking bold flavour and ‘personality’ from their soft drinks. “7Up has an incredible legacy, but by giving lime the spotlight, we’re rewriting the rules of the lemon lime category.