Consumers take to facebook to protest syrup reformulation

Coca-Cola Amatil (CCA) is reconsidering changes to the recipe of its Cascade Blackcurrant syrup after a consumer backlash over the reformulated product.

CCA acquired Foster's Cascade soft drink and fruit juice plant in Tasmania in late 2012. The plant makes adult sparkling drinks, sparkling apple juice, fruit syrups and cordials.

Last August, CCA said the range had been “revitalised to drive sales”. That included “improved formulations” and a new packaging design.

Cascade's fruit syrups compete with Ribena, Bickfords and newcomer, New Zealand’s top-selling premium fruit syrup brand Barker’s of Geraldine, in a category that's currently worth $48 million in Australia.

The syrup reformulations included a higher fruit content, all of which is sourced in Tasmania, according to CCA. The total fruit content of the Cascade Ultra-C Blackcurrant Fruit Syrup has increased, from 35 per cent to 46 per cent, and the Raspberry has risen from 25 to 30 per cent.

However, consumers have started Facebook pages in protest against the recipe changes, according to reports, and CCA has responded saying it will review the formulas, according to ABC Rural.

"We take on any feedback very seriously. That commitment is to review any feedback,” said CCA's John Szabado, according to the report.

"If it is around that recipe, we are committed to reviewing and see how we can meet the expectations of the consumer.”