Iconic soft drink brand combines lime-forward profile, updated identity that challenges convention.
7UP, part of the Keurig Dr Pepper (KDP) portfolio of brands, is taking the wraps off its first brand evolution in more than 15 years, leading with a lime-first reformulation for the first time ever in a $5 billion citrus beverage category typically led by lemon. The rollout of 7UP Lime Lemon brings the consumer-preferred flavor profile to 7UP Regular, 7UP Zero Sugar, Cherry 7UP and Cherry 7UP Zero Sugar to product, packaging and brand identity. Arriving on store shelves nationwide beginning in mid-August, 7UP Lime Lemon can be purchased wherever 7UP products are sold.
“This is a bold reinvention of one of America’s most iconic soda brands for a new generation of consumers – starting with the flavor itself,” noted Drew Panayiotou, chief marketing and innovation officer at Frisco, Texas-based KDP. “7UP has an incredible legacy, but by giving lime the spotlight, we’re rewriting the rules of the lemon lime category. We are transforming a beloved heritage brand into a modern disruptor – delivering a sharper visual identity, a more refreshing taste experience and a distinct position that attracts new users and deepens brand loyalty.”
Along with the updated recipe, 7UP Regular, 7UP Zero Sugar, Cherry 7UP and Cherry 7UP Zero Sugar will boast a refreshed visual identity, featuring a vertical logo, bolder colors, a more distinctive design and a new Lime Lemon designation. This will be supported by Flip the Sip, a multiplatform marketing campaign that spotlights the unexpected via social storytelling, cultural moments and in-store experiences across the country.
This latest brand evolution comes as younger consumers increasingly seek beverages that offer bold flavor and unique personality, according to findings of KDP’s “State of Beverages 2026 Trend Report.”
KDP features more than 150 owned, licensed and partner beverage brands spanning carbonated soft drinks, water, juice and mixers, with a portfolio of such brands as Dr Pepper, Canada Dry, Mott’s, A&W, 7UP, Snapple and Clamato. Meanwhile, its global coffee business spans more than 100 markets.