Britvic has introduced Pepsi Xtra Cold to the UK on-trade as a way of enabling draught cola to be served "extra cold".

The new offering from Britvic, unveiled yesterday (4 June), is delivered through a patented dispense system, providing a balance of carbonation, syrup mix and temperature to give a "flawless cola experience".

Pubs and bars in the UK will be the first to benefit from the new draught.

Britvic developed Pepsi Xtra Cold in response to consumer research, which found that taste and temperature were the most important aspects to customers buying cola in a pub or bar, the company said.

Paul Linthwaite, director of on-premise at Britvic said: "Soft drinks present a significant profit opportunity for licensees and growth is being driven by premiumisation. We recognise that consumers visiting a pub or bar are looking for an 'added-value' experience from soft drinks versus when they buy a bottle or can to consume at home."

Britvic is hoping that Pepsi Xtra Cold will be a "significant step-change" to help drive further growth of the cola sub-category in the on-premise channel.

Pepsi Xtra Cold is expected to be installed in up to 2,000 pubs and bars by the close of 2008 and then rolled out to outlets across the country starting with Mitchells & Butlers' Toby Carvery and Harvester businesses.

This new innovation comes just months after Britvic and PepsiCo launched Pepsi Raw, a cola made from naturally-sourced ingredients, to the UK on-trade.