UK | Carlsberg Britvic has launched a duo of indulgent Pepsi zero-sugar colas that offer a unique drinking experience.
Available in two irresistible flavours, Strawberries ‘N’ Cream and Cream Soda, these will be the ultimate sweet treats, allowing retailers to recruit younger shoppers to the cola category.
Pepsi has led the way with zero-sugar cola and flavour innovation, delivering strong growth to the cola category. Pepsi MAX Flavours drove +8.7 percent growth in the last year.
With its record of flavour innovation, from the bright blue Pepsi Electric to Pepsi MAX Mango, the brand was well-positioned to disrupt the soft drinks category, step boldly into the indulgence space, and keep consumers engaged.
This range tapped into the growing demand for flavoured cola, which has grown significantly, three times faster than unflavoured cola, highlighting the desire, particularly among younger Gen Z shoppers.
Considering this, the pack designs were made consciously bold. The launch was supported by a comprehensive and disruptive communications plan to recruit new Gen Z shoppers into Coca-Cola.
“Pepsi brings unique flavours and zero-sugar offerings to retailers’ shelves. This latest launch is an exciting and bold step into the indulgence space and is designed with Gen Z flavour lovers in mind,” said Ben Parker, VP of Sales – Off Trade, Carlsberg Britvic.
“The treat-inspired flavours will entice shoppers with a new experience and help increase sales in a highly competitive category. We’ll be working with retailers to help make the launch a success, with the aim of increasing footfall and sales, thanks to the product’s distinctive look helping it stand out on shelves.”
Pepsi Treats will be supported by point-of-sale materials and free case promotions designed to create maximum visibility and excitement across channels.
The launch will roll out across selected groceries and become more widely available in convenience and food service.
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