Pepsi® set to super-charge soft drinks with bold Electric blue cola

Pepsi® is disrupting the cola category once again with its brand new, limited-edition blue cola launch, Pepsi Electric®. Following a successful rebrand earlier this year and longstanding flavour innovation within the market, the new launch challenges what consumers expect from a cola – boasting a zesty, citrus taste with a striking blue liquid, available for 12 months across the foodservice channel. The new product development is also sugar-free, designed to enable operators to cater to growing preferences for zero sugar soft drink options, without having to compromise on bold flavours and great taste.

With taste being the biggest driver of choice for consumers choosing their cola drink[1], customers are continuously on the lookout for striking new flavours when visiting an outlet, particularly Generation Z consumers. As a result, recruiting Gen-Z into the category remains crucial to futureproofing cola sales, with flavours over-indexing in younger generations (i129)[2]. Pepsi is perfectly placed to drive this growth through delivering on taste, with over 70% of consumers preferring Pepsi MAX® vs the leading full sugar cola[3]. As a result, Pepsi Electric is set to help operators cater to those demographics on the hunt for innovative new products, building on the brand’s already successful flavour portfolio which has seen Pepsi become the largest flavoured cola supplier by volume in foodservice[4]. 

Benjamin Griffiths, Britvic Commercial Director in Great Britain, said: “We know that consumers have been seeking exciting new soft drink innovations to enjoy with their food selections in-outlet for some time now. Our Pepsi Electric launch is set to help operators cater to exactly that, with the striking blue cola liquid sure to capture consumer attention in-outlet and encourage purchase. Launching exclusively in a 500ml format, the NPD will offer consumers more choice when purchasing on-the-go from quick service outlets, whilst also suitable to be enjoyed when dining in, ensuring operators are making the most of both missions.”

Pepsi Electric is now available to the foodservice channel, with a suggested price of £1.99. The launch will be supported by a widespread marketing campaign including out of home advertising, PR, digital and social media.