Canny eBay sellers are cashing in on the news that iconic fizzy drink brand Lilt has lost its sparkle and is to disappear from the shelves in the near future.
Brand owner Coco Cola has confirmed that the name is set to disappear after after 50 years as it is rebranded to Fanta Pineapple and Grapefruit, although the soft drinks giant has confirmed that the recipe will stay the same.
However that's not stopped fans taking to social media to mourn the passing of the drink which was originally said to have a 'totally tropical taste' and eBay sellers have been quick to try to exploit the situation.
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Many sellers are listing 500ml and 2L bottles for between £30 and £1,000, with single 300ml can up for £95, which seems to be hopeful as other regular sellers are flogging 24 can of Lilt or around £25.
One seller is asking for starting bids of £100 for 2L of "Lilt 100% Pure Ceremonial Grade Iconic Rare Drink New & Sealed. Liquid Gold", going on to say: "Liquid Gold. Save Lilt. The iconic and delicious drink Lilt has been cancelled after 50 years, long gone is the totally tropical flavour that millions of people around the world have enjoyed for so long. We must save the Lilt and reserve it for the top 1% to enjoy at their leisure. Rebranded as Fanta, the end times are well underway. I've sampled the product and can confirm that this is 100% pure Lilt, ceremonial grade."
Another eBayer has listed a "very rare" 500ml bottle of Lilt on eBay for a whopping £100 with five bottles available, although he does throw in free shipping if you are tempted. One bottle appears to have been sold and the item has dozens of people watching the sale. Describing the rebrand as a 'travesty', the ad says: "The last bottles before it disappears forever get your last taste of that lovely Lilt before it becomes a distant memory of the past. A delightful and refreshing taste brought to you by the Lilt man for over 50 years , the pineapple and grapefruit combination to give you that vibrancy and hint of Caribbean flavours. Absolute travesty this will be a Fanta line now never forget LILT and enjoy it one last time before it becomes history. Just like Opal Fruits and Marathon bars, they change these iconic items. You will receive 1 x 500ml of Lilt as seen."
The same seller appears to be hedging his bets, as he has the same size bottle up for £1000, although doesn't appear to have sold any for that price.
Whether many of the devastated fans who have hit out at the rebrand will be sad enough to fork out £1000 when they can get the same drink rebranded as Fanta for around £2 remains to be seen, although they have certainly let Coca Cola know their thoughts on the plans on Twitter.
@Ry5ter said: "No. It's Lilt, and will always be Lilt. It isn't yet another random flavour of @fanta. Stop this senseless gentrification of brands! #SaveLilt" and @CCee61 saying: "One of my favourite drinks just won’t be as appealing any more when Gin&Lilt becomes Gin&Fanta Pineapple &Grapefruit."
The news of Lilt's demise came last week after food and drink trade magazine The Grocer reported Coca-Cola Europacific Partners saying: "Keen Lilt fans may have spotted a gradual transition as the drink has made its way into the Fanta family over the past few months, with changes to its packaging and logo."
Lilt was first launched in 1975 and quickly divided fizzy drink fans with its intense tropical flavours. Coca Cola boss of commercial development Martin Attock explained that the main priority of the announcement was to 'reassure Lilt’s loyal fanbase that absolutely nothing has changed when it comes to the iconic taste of the drink they know and love'. He said: “It’s still bursting with tangy tropical flavours. It’s just got itself a new name."
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