Pepsi MAX® gets fruity with raspberry flavour

Britvic is introducing a brand new addition to its Pepsi MAX® range with a raspberry flavour joining the line-up. Available now, Pepsi MAX Raspberry will help retailers capitalise on the consumer trend for the flavour, with raspberry flavoured soft drink launches in growth of +31%[1].

Pepsi MAX is a driving force in no sugar cola, worth £365m and growing 25.2% in value year-on-year[2]. The no sugar raspberry flavour will be available alongside the already popular cherry and ginger variants, further highlighting the brand’s great taste credentials. The MAX flavours are a key part of the Pepsi portfolio with cherry and ginger having already amassed £80.5m RSV since their launch[3].

Phil Sanders, GB Commercial Director, At Home at Britvic, comments, “Pepsi MAX is a great tasting, no sugar option and this new flavour will further excite shoppers by giving them something new to try. Our ginger and cherry variants have already proved incredibly popular with Pepsi MAX Cherry being the number one flavoured cola[4], and the addition of raspberry will help retailers to continue to drive growth in the category. The flavour is available across a variety of formats within the grocery channel, from the two litre bottle, ideal for sharing occasions, to the smaller 500ml bottle and 330ml cans which are perfect for on-the-go.”  

The launch will be supported by OOH, TV, sampling and in-store activation over the course of the year. Pepsi MAX is a continued success story in the soft drinks category after 61% of the nation chose the taste of Pepsi MAX over the best-selling cola following the brand’s Taste Challenge[5] during summer 2018.

[1] Nielsen Scantrack, Total Coverage, Soft Drinks containing raspberry, MAT 03.09.18

[2] Nielsen Scantrack, Total Coverage, Value Sales, MAT 19.01.19

[3] Nielsen Scantrack, Total Coverage, MAT 19.01.19

[4] Nielsen Scantrack, Total Coverage, Value and Volume Sales, MAT 19.01.19

[5] Pepsi MAX Taste Challenge blind sampling consumers in Great Britain between 25/07/18 to 19/08/18. Conducted by ID Limited and on behalf of Britvic Soft Drinks Limited. The taste challenge was against Coca-Cola Regular. Nielsen RMS, Total Coverage, Value Sales, 52w/e 01.09.18