Britvic has launched Pepsi Raw, the natural Cola drink, in the UK off-trade, following a succesful roll out across pubs and bars.

Pepsi Raw is currently on the shelves of upmarket retailers Waitrose, Harrods and Harvey Nichols, in its existing 300ml glass solus, Britvic and PepsiCo announced jointly today.

A new 250ml aluminium can format will go on sale at Boots in November, before a roll out to the convenience and impulse channel in 2009, the firms said.

Pepsi Raw is made from sparkling water and a blend of ingredients, including plant extracts, the firms said. The drink does not include artificial colours, preservatives, flavourings or sweeteners, reflecting a consumer shift toward 'natural' soft drinks.

New pack formats are in development to give consumers the opportunity to purchase exactly the right pack for their needs including a 4 x 250ml can multipack and a 4 x 300ml glass multipack. An 8 x 150ml can multipack will also be introduced to capitalise on Pepsi Raw's growing popularity as a mixer with premium spirits, the groups said.

Ounal Bailey, senior brand manager for Pepsi at Britvic, said: "Cola is a hugely important category to the soft drinks market as it represents a quarter of all soft drinks sales in take-home and almost half in the on-premise sector. However it is also a maturing category that needs rejuvenation to drive further growth.

The trend towards naturalness has grown significantly with 69% of consumers claiming they preferred natural foods in 2007, versus 50% in 2000, according to Britvic and PepsiCo.