Pepsi Max gets new raspberry version

Available to the convenience channel from March, the new Pepsi Max variant is designed to help retailers capitalise on the consumer trend for raspberry flavoured soft drinks, which are currently in 31% growth [Nielsen Scantrack, Total Coverage, Soft Drinks containing raspberry, MAT 03.09.18].

The no sugar raspberry flavour will join the Pepsi Max cherry and ginger variants, which have amassed £80.5m in retail sales value since they were first introduced in the UK [Nielsen Scantrack, Total Coverage, MAT 19.01.19].

Trystan Farnworth, commercial director, convenience & impulse at Britvic, said: “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 [Nielsen Scantrack, Total Coverage, Value and Volume Sales, MAT 19.01.19].

“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 of Pepsi Max raspberry will be supported by out-of-home, TV, sampling, and in-store activation over the course of this year.