Lemon & Paeroa
Product brand
UnclaimedAn iconic New Zealand lemon-flavoured carbonated soft drink associated with the town of Paeroa and Kiwiana culture.
Last updated August 31, 2026
Overview
Lemon & Paeroa, commonly abbreviated to L&P, is a New Zealand lemon-flavoured carbonated soft drink and one of the country’s best-known examples of Kiwiana. Its name combines the drink’s lemon flavour with Paeroa, the North Island town where the brand’s history began. The product was traditionally associated with naturally carbonated mineral water from a spring near the Ohinemuri and Waihou rivers. Although the drink is now manufactured by Coca-Cola using a modern water supply rather than water drawn directly from the original spring, Paeroa remains central to its identity, visual language and tourism appeal. The brand’s origins are generally dated by the brand to around 1907, although the commercial history developed over several years. The spring water was known locally before it was commercialised. Chemical analysis in 1904 identified a distinctive mineral composition, and Robert Fewell began bottling the water commercially in 1909. The Paeroa Natural Mineral Water Company was incorporated in 1910. After the property and business were acquired by Grey & Menzies Limited in 1915, advertisements began promoting “Lemon and Paeroa,” and by 1916 the company was presenting mineral water with added lemon as a new product. For much of its early history, water from Paeroa was transported to Auckland, where the drink was produced. A Paeroa factory was later developed, and production began there in 1934. The label design was trademarked that year, while the combined name presented challenges because it incorporated a place name and a generic fruit reference. The brand subsequently passed through a succession of beverage businesses. New Zealand Breweries acquired the company in 1960; the business later became associated with Schweppes, then Oasis Industries, which was acquired by Coca-Cola in 1989. L&P’s packaging and advertising have consistently drawn on New Zealand humour, vernacular, landscapes and everyday customs. The bottle’s brown colour, retro styling and association with the giant bottle statue in Paeroa have made the product instantly recognisable. Its long-running “World famous in New Zealand” platform transformed a limitation—the drink’s primarily domestic fame—into a distinctive positioning statement. Later campaigns used self-deprecating nostalgia, backyard cricket, sheep, local small-town activities, trick shots and the Māori water-sport tradition of manu diving. The Paeroa bottle statue is an important part of the brand’s cultural footprint. A temporary bottle structure was first created for the 1968 Christmas season from materials used for an earlier promotional rocket. A permanent version was rebuilt in 1969 near State Highway 2 and moved to the Ohinemuri Reserve in 2002 after becoming a traffic and photography hazard. The approximately 6.8-metre statue is a prominent visitor attraction and is widely regarded as a New Zealand icon. The brand also operates the Lemon & Paeroa Café in Paeroa, opened in 2000, where L&P is used in food and desserts and a smaller bottle structure stands outside. The core product has been joined by sugar-free L&P and limited or related variants, including dry ginger beer, sour and seasonal flavours. The brand has also participated in collaborations with Whittaker’s chocolate, Griffin’s biscuits, Fruju frozen confectionery and a pineapple-lumps-inspired drink. L&P remains principally a New Zealand soft-drink brand, sold through Coca-Cola’s local distribution network. Its present value lies not only in its lemon taste but also in its strong geographical association, nostalgic packaging, humour-led communications and role as a recognisable symbol of New Zealand popular culture.
History
Lemon & Paeroa developed from mineral-water commerce in Paeroa, a settlement in New Zealand’s Waikato region. A naturally carbonated spring near the Ohinemuri and Waihou rivers attracted local visitors before commercial bottling began. Analysis carried out in 1904 described the water’s mineral content and pleasant taste. Robert Fewell began bottling the spring water in 1909, and the Paeroa Natural Mineral Water Company was incorporated in 1910. The early enterprise sold bottled mineral water rather than the finished lemon soft drink. The property and business changed hands during the 1910s. In 1915 the Paeroa Natural Mineral Water Company and the spring property were acquired by Grey & Menzies Limited. By late that year the company was advertising “Lemon and Paeroa,” and in 1916 it promoted mineral water combined with lemon as a new product. Water was transported in barrels and tankers to Auckland, where the drink was initially manufactured. Grey & Menzies opened a new Paeroa factory in 1926, and L&P production was established there in 1934. The label design was trademarked in 1934, although the name itself was not initially protected in the same way because it referred to a place and a generic fruit. Corporate ownership changed repeatedly. New Zealand Breweries acquired the business in 1960, and the brand later became connected with Schweppes. In 1963 Menzies & Co merged with Hamilton bottler CL Innes, after which the Innes tartan appeared as a motif around the neck of the L&P bottle. The spring infrastructure was modified during the 1960s, including a concrete lining of the well and, in 1970, a pipeline to the factory. Handling the spring’s carbon dioxide created difficult working conditions, and engineering work required heavier lifting equipment than was initially available. The brand continued to modernise its production facilities during the 1970s, when the Paeroa factory was expanded. By that period, however, the water used in L&P was being produced artificially rather than taken directly from the spring. Comparisons were made between the artificial water and the spring water to preserve the familiar taste. A public hand-pump installation connected to filtered spring water was also attempted, but repeated vandalism led to its closure. The Paeroa factory closed in July 1980, after which production moved to Auckland. Schweppes and the associated Innes Tartan business were acquired by Oasis Industries in the late 1970s. Coca-Cola acquired Oasis Industries in 1989, bringing L&P into the Coca-Cola system. The brand has remained in production under Coca-Cola while retaining a strongly local identity. A 1995 complaint to the Commerce Commission challenged the continued use of “Paeroa” in the name because the drink’s water came from Auckland rather than the original spring. The commission concluded that no action was required. Brand history after the Coca-Cola acquisition has been shaped by packaging, advertising and cultural partnerships. Two-litre bottles appeared in 1982–1983. A major retro redesign was introduced in 2005, followed by further updates in 2012 and 2016. The 2012 redesign used a yellow lid and sought to make the brand more relevant to younger consumers; the 2016 update changed the logo and bottle forms to distinguish flavours. Sugar-free L&P appeared in 2005, followed by dry ginger beer in 2009 and sour in 2013. Limited releases and collaborations broadened the brand beyond its core drink while preserving its lemon-and-Paeroa associations. The giant L&P bottle in Paeroa became a major physical expression of the brand. A temporary bottle was created for Christmas in 1968 from materials associated with an earlier promotional rocket. A permanent structure was rebuilt in 1969, moved to the Ohinemuri Reserve in 2002 and subsequently incorporated into a public park. The Lemon & Paeroa Café opened in 2000 and was refurbished in 2015, offering L&P-themed food, drinks and souvenirs. Together, the statue and café have made the brand a continuing part of Paeroa’s visitor economy. L&P’s advertising has repeatedly converted New Zealand cultural references into brand assets. Its music-led advertising received industry recognition in 1978 and 1988, while the 1990s “World famous in New Zealand” campaign became particularly memorable. Later work included anti-alternative-drink humour, backyard cricket, interactive billboards, Snapchat trick shots, sheep leaving a paddock for small-town adventures, a zombie-themed advertisement and the “Space Manu” platform launched in 2021. These campaigns reinforce L&P as a domestic cultural icon rather than a generic international lemon soda.
- 2021
Space Manu campaign launches
[1]L&P used a space-themed story ending in a manu water dive to connect the brand with a contemporary New Zealand cultural practice.
- 2016
Logo and bottle forms updated
[1]The brand changed its logo and introduced new bottle shapes to distinguish different L&P flavours.
- 2012
Dow Design refreshes the brand
[1]A redesign updated the visual identity and changed the lid from cream to yellow.
- 2005
Major retro redesign and sugar-free variant
[1]L&P introduced retro packaging and a sugar-free product, supported by a major advertising campaign.
- 2002
Giant bottle moved to Ohinemuri Reserve
[1]The large bottle statue was relocated approximately 20 metres to improve safety and accommodate visitors and photographers.
- 2000
Lemon & Paeroa Café opens
[1]The brand team opened an L&P-themed café and souvenir venue in Paeroa.
- 1989
Coca-Cola acquires the owning business
[1]Coca-Cola acquired Oasis Industries, bringing L&P into its portfolio.
- 1980
Paeroa factory closes
[1]Manufacturing moved from Paeroa to Auckland.
- 1969
L&P wins international bottling award
[1]Lemon & Paeroa received the British Bottlers’ Institute Diploma of Excellence Award, reportedly the only non-British recipient that year.
- 1967
First giant-bottle predecessor appears
[1]A promotional rocket erected in Paeroa became the precursor to the town’s famous L&P bottle structure.
Showing the 10 most recent.
Products and positioning
A distinctly New Zealand soft drink positioned through local identity, nostalgia, humour and the cultural symbolism of Paeroa.
Carbonated soft drink · 1907
Lemon & Paeroa Original
The flagship L&P product is a sweet, lemon-flavoured carbonated soft drink. Its distinctive identity comes from the combination of lemon flavour, effervescence, brown packaging and the Paeroa place association. It is manufactured within the Coca-Cola system and remains primarily associated with the New Zealand market.
Sugar-free carbonated soft drink · 2005
Lemon & Paeroa Sugar Free
Introduced in 2005, the sugar-free version extends the core L&P proposition to consumers seeking a reduced-sugar soft drink. It retains the brand’s lemon profile and visual association while forming part of the broader range of Coca-Cola-distributed L&P products.
Flavoured soft drink · 2009
L&P Dry Ginger Beer
A dry ginger beer variation introduced under the L&P name in 2009. It broadened the brand beyond the original lemon flavour while using the established L&P identity and distribution platform.
Flavoured soft drink · 2013
L&P Sour
A sour-flavoured L&P variation introduced in 2013 as part of the brand’s experimentation with additional taste profiles.
Limited-edition soft drink · 2016
L&P Chilli & Lime
A limited-edition flavour launched in 2016. Its Mexican-inspired creative treatment and playful description were supported by an L&P Live activation hosted by comedians Tim Batt and Guy Montgomery.
Limited-edition soft drink · 2020
L&P Pineapple Lumps
A pineapple-lumps-inspired drink released for a three-month period in 2020, drawing on a well-known New Zealand confectionery reference.
Marketing campaigns
- 2021Space Manu
New Zealand
A man in a space suit free-falls from a platform, removes the suit and finishes with a manu, or cannonball-style dive, into a pool.
Outcome. The campaign connected L&P with a contemporary New Zealand recreational and cultural expression.
- 2019Zombie advertisement
New Zealand
A post-apocalyptic advertisement used zombies and a frightening visual style to promote L&P.
Outcome. The Advertising Standards Authority did not uphold complaints, but the advertisement was later scheduled after 7 p.m.
- 2017On the lamb
New Zealand
Advertisements depicted sheep drinking L&P, escaping a paddock and visiting familiar New Zealand small-town locations before returning to a Māori farmer.
Outcome. The campaign reinforced L&P’s association with local humour, rural imagery and everyday New Zealand pastimes.
- 2016L&P Live
New Zealand
An unscripted comedy-style show set in a dairy and hosted by Tim Batt and Guy Montgomery introduced the Chilli & Lime limited edition.
Outcome. The activation gave the new flavour a deliberately unconventional launch format.
- 2015Trickshot Challenge
New Zealand
Consumers used limited-edition cans carrying trick-shot instructions and shared their attempts through Snapchat.
Outcome. The activation encouraged user participation and connected the brand with social-media entertainment.
- 20143D pop-out billboards
Auckland · Wellington · Christchurch
Interactive billboards offered detachable L&P-branded gifts including sandals, jandals and towels.
Outcome. The campaign extended L&P’s playful physical advertising style into major New Zealand cities.
- 2013Whittaker’s L&P chocolate activation
New Zealand
L&P partnered with Whittaker’s on an L&P-flavoured chocolate product and staged a delivery-van installation beside the Paeroa bottle statue.
Outcome. The installation generated attention by making the van appear to have crashed into the statue; the local council publicly demanded that Whittaker’s address the apparent damage as part of the activation.
- 2005World famous in New Zealand since ages ago
New Zealand
A $1.25 million campaign supported the retro redesign and used humorous depictions of 1970s and 1980s New Zealand cultural references.
Outcome. The campaign prepared consumers for the redesigned bottles, which appeared in stores three months later.
- 2003Don’t get caught drinking anything else
New Zealand
The campaign used humour to encourage consumers not to be seen with a drink other than L&P.
Outcome. The reference material reports that sales increased by 30% during the two-year campaign, outpacing the soft-drink industry overall.
- 1990World famous in New Zealand
New Zealand
A long-running television campaign used the Swingers song “Counting the Beat” and filmed at Paeroa landmarks including the giant bottle.
Outcome. The slogan became one of the brand’s most recognisable positioning devices.
Showing the 10 most recent.
Brand decisions
2022
Consider clear plastic bottlesStrategyBackground
Clear plastic can be easier to recycle than brown plastic, but the brown bottle is one of L&P’s most recognisable brand assets.
Action taken
Coca-Cola announced that it was considering a progressive change from brown to clear plastic bottles.
Aftermath
The proposal prompted public discussion about the balance between packaging sustainability and visual heritage. The reference material states that the change was planned to occur progressively from April 2026.
2016
Redesign logo and bottle shapesGeneration changeBackground
The product range included multiple flavours that needed clearer differentiation.
Action taken
L&P changed its logo and introduced new bottle shapes for better separation among flavours.
Aftermath
The redesign expanded the visual system around the growing range of L&P variants.
2012
Update brand identity for younger consumersGeneration changeBackground
The brand wanted its packaging to feel more current while retaining recognisable L&P codes.
Action taken
Dow Design refreshed the brand, including a change from a cream-coloured lid to a yellow lid.
Aftermath
The update modernised the shelf appearance without abandoning the brand’s established colour and place associations.
2005
Launch retro packaging redesignGeneration changeBackground
The brand sought to refresh its visual identity while preserving its nostalgic New Zealand associations.
Action taken
L&P introduced retro-style labels and supported the change with a major advertising campaign before the packaging reached stores.
Aftermath
The redesign established nostalgia and self-deprecating national humour as central parts of the modern L&P identity.
Advertising campaign budget. $1.25 million (2005)
1980
Move production from Paeroa to AucklandStrategyBackground
The Paeroa factory had become part of the brand’s historical identity, but production had already shifted toward artificially produced water and required industrial infrastructure.
Action taken
The Paeroa factory was closed and L&P manufacturing was transferred to Auckland.
Aftermath
The move separated production from the town while leaving Paeroa as the brand’s symbolic home.
Recent events
- 2022
L&P considers replacing brown plastic bottles with clear plastic[1]
Other · Regulation
Coca-Cola considered a packaging change intended to improve recyclability. The proposal prompted debate because the brown bottle is strongly associated with L&P’s identity and the Paeroa statue.
- 2019
Complaints made about L&P zombie advertisement[1]
Regulation · Campaign
The Advertising Standards Authority received complaints that a post-apocalyptic zombie advertisement was frightening or inappropriate before 7 p.m. The complaints were not upheld, although the advertisement was later scheduled after 7 p.m.
- 2018
Summer L&P cans contain a Cook Strait spelling error[1]
Campaign · Other
The first production run of seasonal cans referred to Cook Strait as “Cook Straight.” The mistake was corrected in later production, while some of the original cans remained available for sale.
- 2005
L&P launches retro packaging and advertising refresh[1]
Campaign · Product generation
The brand introduced a retro-inspired redesign supported by a major advertising campaign before the new bottles reached stores.
- 1995
Commerce Commission receives complaint over L&P water source[1]
Regulation · Other
A complaint argued that the drink should be renamed or production returned to Paeroa because its water supply no longer came directly from the town’s spring. The Commerce Commission determined that no action was necessary.
- 1980
L&P production moves from Paeroa to Auckland[1]
Other
The Paeroa factory closed and manufacturing of Lemon & Paeroa was shifted to Auckland.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/lemon-and-paeroa · Editorial policy · How profiles are compiled