Keurig Dr Pepper has unveiled a major brand and recipe evolution for 7UP in the United States, marking the beverage’s first significant formula change in over 15 years. The update shifts the classic drink from its long-standing lemon-lime profile to a lime-forward taste, officially flipping the flavour dynamic from “lemon-lime” to “lime-lemon.”
The reformulation dials down lemon flavouring while intensifying lime, a move aimed squarely at younger consumers who increasingly gravitate toward bolder, sharper citrus profiles. The new lime-led formula will roll out across the brand’s core US lineup, including regular 7UP, 7UP Zero Sugar, Cherry 7UP and Cherry 7UP Zero Sugar.
Alongside the taste change, 7UP is introducing a refreshed visual identity – clean, vertical and retro-inspired. The redesign replaces the brand’s familiar superscripted “UP” lockup with a streamlined, all-caps logo, with every element aligned to a uniform baseline and visual height for a punchier, more unified look. The new identity also brings richer colours and a prominent “Lime Lemon” label to the packaging.
The rebrand was designed in-house by Keurig Dr Pepper in collaboration with agency Deutsch (@wearedeutsch), reflecting a coordinated push across product, packaging and brand storytelling.
Notably, this evolution is specific to the US market. 7UP is owned and marketed by PepsiCo outside the United States, while Keurig Dr Pepper holds the rights domestically – meaning the two markets will continue to operate with distinct identities, strategies and timelines, even as this refresh reshapes the brand’s presence at home.
