Dr Pepper Snapple Group

Diet Rite

A HEALTHY HISTORY

Diet Rite was introduced in 1958 by the Royal Crown Co. as the first diet soft drink. With this revolutionary introduction, health-conscious soft drink lovers were finally given a choice consistent with their lifestyle – a great-tasting cola with no calories, sodium or caffeine.

Diet Rite Cola had originally been marketed on a limited basis as a special dietary soft drink, but after a trial run in select markets, consumers were begging for more of the diet cola.

Diet Rite Cola was introduced nationwide in 1962. Diet Rite Cola continued to enjoy its popularity as the “Feel All Right” soda.

Royal Crown later introduced flavor extensions for the Diet Rite brand including white grape, kiwi-strawberry, red raspberry, black cherry, golden peach and tangerine. In March 2000, the company showcased its reformulated Diet Rite, which featured sucralose sweetener instead of aspartame and contained no calories, sodium or caffeine.

In September 2002, Diet Rite gave itself a makeover. Five of the brand’s seven flavors introduced optimized formulations. Cola and white grape did not change, however, because consumers preferred the taste of the flavors’ classic formulas. In August 2005, the brand put on a new face, with improved packaging graphics highlighting the brand’s “Pure Zero” of zero carbs, zero calories, zero caffeine, zero sodium and zero aspartame.

Diet Rite, along with its sister brands in the RC Cola portfolio, was acquired in October 2000 by Cadbury Schweppes of London. Today, Diet Rite Cola is part of Plano, Texas-based Dr Pepper Snapple Group, Inc., an integrated refreshment beverage business marketing more than 50 beverage brands throughout North America.