PEPSI MAX® GETS FRUITY WITH NEW RASPBERRY FLAVOUR

Britvic is introducing a brand new addition to its Pepsi MAX® range with a raspberry flavour joining the line-up in convenience from March. Pepsi MAX Raspberry will help retailers capitalise on the consumer trend for the flavour, with raspberry flavoured soft drink launches in growth of +31%[1].

 

Pepsi MAX is a driving force in no sugar cola, worth £365m and growing 25.2% in value year-on-year[2]. The no sugar raspberry flavour will be available alongside the already popular cherry and ginger variants, further highlighting the brand’s great taste credentials. The MAX flavours are a key part of the Pepsi portfolio with the cherry and ginger flavours having already amassed £80.5m RSV since their launch[3].

Trystan Farnworth, Commercial Director, Convenience and Impulse at Britvic, comments, “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[4]. 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.”

 

The launch will be supported by OOH, TV, sampling, and in-store activation over the course of this year. Pepsi MAX is a continued success story in the soft drinks category after 61% of the nation chose the taste of Pepsi MAX over the best-selling cola following the brand’s Taste Challenge[5] during summer 2018.

[1] Nielsen Scantrack, Total Coverage, Soft Drinks containing raspberry, MAT 03.09.18

[2] Nielsen Scantrack, Total Coverage, Value Sales, MAT 19.01.19

[3] Nielsen Scantrack, Total Coverage, MAT 19.01.19

[4] Nielsen Scantrack, Total Coverage, Value and Volume Sales, MAT 19.01.19

[5] Pepsi MAX Taste Challenge blind sampling consumers in Great Britain between 25/07/18 to 19/08/18. Conducted by ID Limited and on behalf of Britvic Soft Drinks Limited. The taste challenge was against Coca-Cola Regular. Nielsen RMS, Total Coverage, Value Sales, 52w/e 01.09.18

Author: kimbarnard

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