Freekee Soda / Tango Strange Soda

Forgotten Food & Drinks · 2003–2004

Britvic launched Freekee Soda in February 2003 after three years of development. Aimed principally at children and young teenagers, it mixed carbonated water, skimmed milk and fruit juice, promising a smooth but fizzy texture in Strange Strawberry and Odd Orange variants. Britvic moved the product under the established Tango brand as Tango Strange Soda in September 2003, following a reported naming conflict. The repositioning did not rescue it: Britvic discontinued the drink in January 2004 after reporting that the proposition had proved too challenging for consumers.

Why It Mattered

Its brief life captures the commercial risk of asking shoppers to understand a drink that sat between fizzy pop, fruit drinks and milkshakes. The rapid renaming and withdrawal also show how difficult a novel texture and category can be to communicate, even with substantial launch backing and an established brand.

Launch, Rebrand and Withdrawal

Introduced as Freekee Soda in February 2003, it became Tango Strange Soda in September 2003.
During the repositioning, the promoted single-bottle price fell from 62p to 49p.
Britvic announced its discontinuation on 22 January 2004 and reported retail sales of £3.4 million.

Formula, Flavours and Packaging

The recipe combined carbonated water, skimmed milk and fruit juice in Strange Strawberry and Odd Orange variants.
Reports identify coloured PET bottles but conflict between capacities of 300 ml and 330 ml.
Britvic reported total backing of £7.75 million, including £1.5 million for manufacturing equipment and £6.25 million for launch activity.

The Taste Buds Advert

The surviving 2003 Taste Buds commercial showed miniature versions of a teenage drinker jolted into trembling action after a sip.
Clemmow Hornby Inge created the campaign, with Ulf Johansson directing through Smith and Jones and MPC handling post-production.
Its surreal effect combined practical live action with compositing.

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