UK | Dr Pepper has launched Dr Pepper Cream Swirl, a limited-edition variant designed to help retailers tap into the growing demand for bold, limited-edition flavours.
The launch followed the success of Dr Pepper Cherry Crush Zero Sugar, which has now sold 11.8 million litres and is worth GBP 21.3 million, delivering 38 percent of total brand growth across grocery and impulse channels.
Dr Pepper has remained the fastest-growing brand in flavoured carbonates, outpacing the category in both value and volume.
Dr Pepper Cream Swirl combines the brand's iconic 23 unique flavour-taste with a swirl of silky cream, making trying something different even more enticing.
The limited-edition variant is dairy-free and HFSS-compliant, appealing to new and existing Dr Pepper fans seeking bold flavour without full sugar.
Rolling into stores from the 23rd of February, Dr Pepper Cream Swirl will be available in 330ml cans, single and multipacks, and 500ml and 2l bottles until February 2027.
A twist on the iconic can features a cream and brown-burgundy swirl design, designed to deliver maximum stand-out on the shelf.
The launch will be supported by a disruptive marketing campaign, including an on-pack promotion offering shoppers the chance to win ‘Dr Darey’ prizes through a scannable QR code.
The campaign will also feature ‘Dare or Darey’ challenges across TikTok and Snapchat, and sampling on the ‘Dr Pepper Cream Swirl Float’ experience.
“Dr Pepper has a loyal fanbase thanks to its unique flavour and brand personality, and continues to deliver growth ahead of the wider flavoured carbonates category. We’re really excited for fans to try the new Cream Swirl flavour, building on the huge success of the limited-edition Dr Pepper Cherry Crush Zero Sugar last year,” said Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB.
“Limited editions are a great way to drive excitement, spark conversation and bring new shoppers into the brand, all while helping our customers boost their soft drink sales. The supporting campaign is packed with the personality that Dr Pepper always brings with eye-catching POS and digital assets. We can’t wait to see how retailers get behind it and activate in-store.”
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