7Up is transitioning to a "lime-lemon" soda, placing lime, a green citrus fruit, at the core of the brand. This is the brand's largest formula adjustment in over 15 years.

Parent company Keurig Dr Pepper announced it will reformulate the nearly century-old soda brand to help it stand out among numerous lemon-lime competitors, such as Coca-Cola's Sprite and PepsiCo's Starry.

7Up will roll out the new lime-forward flavor across its regular, zero sugar, cherry, and cherry zero sugar variants. The company says the new formula is the first lime-led recipe in the category, which will serve as its differentiating selling point in the $5 billion lemon-lime segment.

The new formula also comes with updated packaging and branding. 7Up will adopt a new vertical logo, bolder colors, and more recognizable design to highlight its lime-forward product features.

"This is a bold reinvention of one of America's most iconic soda brands, aimed at a new generation of consumers—starting with the flavor itself," said Drew Panayiotou, Chief Marketing and Innovation Officer at Keurig Dr Pepper, in a statement. "We are transforming a beloved heritage brand into a modern disruptor—offering a sharper visual identity, a more refreshing taste experience, and a unique positioning that attracts new users while deepening brand loyalty."

Keurig Dr Pepper and PepsiCo have struggled to create a lemon-lime soda that can rival Coca-Cola's Sprite. Sprite ranked third in U.S. soda sales last year. PepsiCo renamed Sierra Mist to Starry in 2023, partly because the former underperformed against Sprite.

With the 7Up reformulation, Keurig Dr Pepper appears to be clarifying its strategic direction: focusing on growing its existing soda portfolio rather than expanding through acquisitions. The company has also recently worked to revitalize RC Cola, positioning it as a heritage cola brand.

The lime-centric formula adjustment aims to cater to younger consumers' preference for bold flavors. Keurig Dr Pepper's internal beverage trends report shows that 72% of Gen Z and Gen Alpha consumers favor citrus flavors, and 64% of them prefer bold and intense taste experiences.

Keurig Dr Pepper is currently planning to split its beverage and coffee businesses into two independent companies, with the separation expected to be completed by the end of the year. The company's beverage business posted second-quarter net sales of $2.9 billion, up 10% year over year.