Soda companies are striving to keep young customers interested, but they face a significant challenge: the rise of body positivity and the growing rejection of diet culture. Social media has played a significant role in this trend, as more individuals appreciate their natural bodies rather than aspiring to the standards promoted by plastic surgery and celebrity culture. As a result, soda firms are trying hard to dispel the popular myth that their beverages are unhealthy and that “diet” sodas promote poor body image.

In response, big companies such as Canada Dry, 7Up, and A&W are removing the word “diet” from their labels and replacing it with “zero sugar” in an effort to appeal to younger audiences. These new labels are appearing around the country as part of a larger campaign to entice young consumers who are increasingly turning away from anything associated with diet culture.

“Younger people just don’t like the word ‘diet,'” said Greg Lyons, chief marketing officer for PepsiCo Beverages North America, in an interview with CNN. For years, Pepsi has been ahead of the curve, selling zero-sugar beverage. Pepsi Max was renamed as Pepsi Zero Sugar in 2016, at the same time Donald Trump became the first reality TV star to be elected president.

“No Gen Z wants to be on a diet these days,” Lyons stated. “It’s about the freedom to choose what they want without feeling guilty.” Canada Dry is following suit, dubbing its diet ginger ale “ginger zero,” while A&W is rebranding its calorie-free root beer as a “zero sugar drink.” According to A&W Brand President Susan Senecal, customers had been wondering why the product was still referred to as a diet beverage for years.

“Zero Sugar Diet Ginger Ale is a clear example of how we’re offering choices and helping people find what works for them,” Senecal told CNN about the beverage. While anti-diet culture proponents aren’t strictly opposed to dieting, they oppose the notion that anybody other than oneself should decide how much sugar they consume. People desire the freedom to choose what’s best for their body without being coerced by society norms.

The new labels are being introduced in stores to minimize reaction against the companies, but whether this rebranding will be successful remains to be seen. It’s possible that consumers may recognize it as a marketing tactic and continue to reject diet culture. Only time will tell whether soda businesses can adapt to changing attitudes or if they will continue to lose ground in the struggle for consumer loyalty.