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Wednesday, May 22, 2024

Pepsi turns electric blue

Pepsi is about to super-charge the soft drinks category with a bold, limited-edition blue cola launch.

Pepsi Electric® challenges what consumers expect from a cola – boasting a zesty, citrus taste with a striking blue liquid that will be available for 12 months across the convenience, wholesale and grocery channels. It comes in a 500ml bottle format, offering shoppers more choice when they’re on-the-go, and is also sugar-free, enabling retailers to cater to growing preferences for zero sugar soft drink options, without having to compromise on flavours and taste.

Ben Parker, Britvic Retail Commercial Director in Great Britain, said: “Pepsi Electric embodies shopper preferences for fresh, special edition flavours while incorporating the unmissable vibrant blue cola liquid, which will grab shopper attention at shelf and capture the next generation. Tying in with Pepsi’s Thirsty for More campaign, the pack design echoes the electric blue and black of the recent logo rebrand, alongside the signature Pepsi pulse – bringing the brand to life, ensuring consumer recognition and encouraging shoppers to make the most of this limited-edition flavour.”


As the number one soft drinks category, worth £5.9bn, cola presents a significant opportunity for retailers to maximise sales. However, with taste being the biggest driver of choice for consumers choosing their cola drink, shoppers are continuously on the lookout for striking new flavours, particularly Generation Z shoppers. Indeed, the flavoured cola segment is growing three times faster than unflavoured cola. Parker added: “Convenience retail will be a key channel for bringing this bold new flavour to shoppers – we’ve launched exclusively as an on-the-go 500ml bottle to help stores increase impulse purchases and ensure front of store chillers have something different to offer versus take-home formats.”



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