The Light Iced Coffee proved to be rather unpopular, as many consumers did not like the slightly weaker taste and instead chose the original. In August 2011, the company released a new product, Farmers Union Iced Coffee One, claiming that One had "100% taste, 1% fat and no added sugar", and was a completely new formulation. One was not overly popular at launch, given the reputation of the Light Iced Coffee, leading to a huge promotion in December 2011, where customers who 'liked' the On the Run Facebook page could print a coupon from the internet, and redeem one of 10,000 free Iced Coffee Ones from any petrol station or convenience outlet in South Australia.