UK: Pepsi to position new cola as “premium” not “healthy”
Pepsi UK has said it plans to position its new Pepsi brand variant, using sugar cane rather than corn syrup, as "premium" rather than "healthy".
Speaking to just-drinks today (26 November), a spokesperson for the company said that recent reports describing the brand being marketed as "a healthy drink" were "inaccurate".
"We are trying to make it a natural product, but the beverage will not be positioned as a health drink, but a premium cola," the spokesperson said.
The CSD, which is thought to be named 'Pepsi Raw', will be the brand's first addition to be launched in the UK in a decade.
Further information about the brand launch will be released in the next few weeks, the spokesperson added.
- Analysis - SABMiller to add bolt-ons in Africa?
- A-B InBev's Move on Tennent's Super Makes Sense
- India: Everyone's Favourite Spirits Market
- Brand Diversification Driving Craft Brewery Growth
- Analysis - Stock Spirits: Poland's number one
- Diageo scraps Arthur's Day, but singer left sad
- Pernod Ricard's Café de Paris Pear, Pomegranate
- PepsiCo CEO sees "profound" change in US consumers
- William Grant sinks GBP185,000 into "No" camp
- SodaStream silent on John Lewis pullout in UK