UK – Britvic, British soft beverages producer and UK distributor of Pepsi drinks has unveiled new raspberry flavour variant of its Pepsi Max range to expand its offering for raspberry-flavoured and low sugar soft drinks.
The new variant will be available in convenience stores beginning March, providing consumers with great-tasting products while checking on their sugar intake.
It will be available in popular cherry and ginger variants alongside the no sugar raspberry flavour, highlighting the brand’s commitment to low sugar options, in line with changing tastes and preferences.
According to the company, Pepsi MAX Raspberry will help retailers capitalise on the consumer trend for the flavour, with raspberry flavoured soft drink launches in growth of +31%.
The MAX flavours are a key part of the Pepsi portfolio with the cherry and ginger flavours having already amassed £80.5m (US$105.92 million) RSV since their launch.
“The latest addition of raspberry to the Pepsi MAX range is incredibly exciting for the brand.
Our ginger and cherry variants have already proved incredibly popular since their launch, with Pepsi MAX Cherry being the number one flavoured cola.
Pepsi MAX delivers on all three category drivers; taste, health and relevance, and the launch of the new flavour will also deliver against these, helping retailers to continue to drive growth within the category.
Pepsi MAX Raspberry is available across a variety of pack formats within the channel, from the two-litre bottle, ideal for sharing, to the smaller 500ml price-marked pack and 330ml cans,” said Trystan Farnworth, Commercial Director, Convenience and Impulse at Britvic.
Throughout the year, the launch will be supported by OOH, TV, sampling and in-store activation.
Pepsi Max is a low-calorie, sugar-free cola, marketed by PepsiCo as an alternative to their drinks Pepsi and Diet Pepsi.
The cola has achieved a significant share in markets where it is sold that is, European and Asian markets, gaining taste preferences over the company’s iconic colas.
Pepsi Max was launched in India in 2010, targeting the health-conscious consumers.