Despite rumour that Cottee's Cordial is to close, the company says it will be around for "many years to come".
According to News.com.au, cordial sales in Australia have reduced significantly with younger shoppers in particular moving away from colourful cordials in a move towards a healthier lifestyle.
A Cottee's spokesperson says: "Cottee’s cordial recognises the trend for consumers to select healthier foods and beverages. Cottee’s provides a range of choices for consumers with classic fruit and flavoured, no added sugar, and sugar free varieties."
A study by Nielsen Homescan found the 12 months to October 2015, cordial sales declined 5.8% by value and 11.2% by volume, with sales eroding at a much higher rate than the previous year.
Cordial penetration is now at 53.7% of households, compared with 56.1% in 2014 and 58.7% in 2013.
With the recent sugar tax being implemented in the UK and many lobbying for the same tax to be introduced to Australia, it is evident people are more wary about the consumption of sugar.
People have taken to Twitter with some feeling nostalgic over the speculation, but others welcoming the possibility:
Cottee’s is best known for its classic commercials and famous jingle: “My dad picks the fruit that goes to Cottee’s”.
Cottee's launched a new campaign, by GPY&R Melbourne, in 2015 and two new flavours. It also has previously released a no-added sugar range.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.