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May 18, 2018

How targeting night-time consumption will breathe life into CSDs – NPD trends

Soft drink innovation in Japan is often on a different level to that in other world markets, with new offerings coming and going at a furious pace. This makes it difficult to judge whether or not a specific launch is evidence of something big or just a fling with the latest flavour fad. Time will tell, but Suntory's launch of Pepsi J-Cola Midnight in Japan last month could be evidence that the global soft drinks group has bigger plans in store for night-time beverages.

Soft drink innovation in Japan is often on a different level to that in other world markets, with new offerings coming and going at a furious pace. This makes it difficult to judge whether or not a specific launch is evidence of something big or just a fling with the latest flavour fad. Time will tell, but Suntory’s launch of Pepsi J-Cola Midnight in Japan last month could be evidence that the global soft drinks group has bigger plans in store for night-time beverages.

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