Pepsi Max has launched new Pepsi Max Ginger, bringing the first cola and ginger combination to the UK market.

The soft drink brand unveiled the new variant as a reaction to fans’ desire for big, bold and interesting flavours. The new flavour aims to provide a combination of refreshing no sugar cola with invigorating and warming ginger.

Packaged in a black and golden bronze design, the Pepsi Max Ginger line-up will include 330ml cans, 500ml, 600ml, 1.5L, 2L, 6x330ml cans and 8x330ml cans.

Kevin McNair, marketing director at Britvic GB, which distributes PepsiCo-owned Pepsi in the UK, said: “Of the 16 million people buying cola in the UK, 16% of them also buy ginger-flavoured drinks, so the opportunity Pepsi Max Ginger provides for our trade customers in the UK is huge.

“Great taste is integral to the brand so it was vital to get the flavour right with this innovative new product and we’re delighted with the end-result. Not only does it taste great on its own and in mixed drinks, it also contains no sugar just like the other drinks in the Pepsi Max range, giving added appeal to consumers looking for great tasting refreshment without a high sugar or calorie content. We’re confident Pepsi Max Ginger is going to bring some real excitement to the cola category.”

Pepsi Max Ginger will be supported by a high-investment marketing campaign, focusing on the brand’s New Taste strapline. Throughout June and July, Pepsi Max Ginger will be part of a campaign featured on TV, outdoor and digital.

A nationwide sampling campaign will also deliver close to £1m perfect serves of Pepsi Max Ginger, raising awareness and drive further trial.