Post by xxxxxCanManxxxxx on Jun 14, 2011 15:13:36 GMT -5
PepsiCo is about to launch Pepsi NEXT, a totally new reduced-sugar and reduced-calorie variety in its cola range. The soda giant, which has an extensive portfolio of diet drinks (Diet Pepsi, Pepsi One and Pepsi Max to name a few), will offer a new product in July—the company will introduce it only in two test markets, in Iowa and Wisconsin, for the start. The launch of the product, which was heavily discussed in April in mass media without any comments from PepsiCo, was finally announced by Massimo d’Amore, CEO, PepsiCo Beverages America during a presentation at the Beverage Digest Wall Street Smarts conference in New York yesterday, June 13.
“Pepsi NEXT was created for consumers who seek the rich taste of full-calorie cola but have decreased their consumption in order to reduce the sugar in their diet. While sugar-reduction is a priority for this segment, they have not adopted the flavor profile of a zero calorie cola. Pepsi NEXT delivers in the sweet-spot for these consumers with its real cola flavor and 60 percent less sugar,” the press release states.
Now, we know that there’ll be a new product, but the details on how it will be promoted are still kept under wraps. PepsiCo declined to share any information on the upcoming marketing campaign for Pepsi NEXT, but according to AdAge, “Pepsi appears to be focusing on a reduced-sugar message for Pepsi NEXT, rather than a reduced-calories message.”
It also reports that Mr. d’Amore said that the new product will have the taste improves and will be better than Pepsi’s mid-calorie colas launched previously. “Pepsi NEXT is a next-generation cola. The way we were formulating products 10, 20 years ago is different from how we formulate them today, so I think it’s time we give it a try. … The sweetener system is different; some of the ingredients are different. It’s a great-tasting product,” he explained.
The company had many mid-calorie cola drinks in its portfolio: the short-lived 70-calorie Pepsi XL (with 50% less sugar) launched in the mid-1990s and 70-calorie Pepsi Edge (with 50% less sugar, carbs and calories) introduced in 2004 and removed from shelves in 2005—are among them. Hopefully, the new fizzy drink will be more successful and will get a warm welcome.
source: popsop.com
