Pepsi has unveiled a brand new, limited-edition blue cola, Pepsi Electric.
Launching in cases of 12 x 500ml plain (RSP £1.99) and £1.35 price-marked PET bottles, Pepsi Electric will be available to the convenience channel from 13 May through Booker, before a wider roll out across all channels from 17 June.
The launch will be supported by a widespread marketing campaign including out-of-home advertising, PR, digital and social media.
The new sugar-free limited edition is blue in colour and boasts a zesty, citrus taste, and will be available for 12 months across convenience, wholesale and grocery, exclusively in the 500ml on-the-go format.
The pack design ties in with Pepsi’s ‘Thirsty for More’ campaign and echoes the electric blue and black of the recent logo rebrand, alongside the signature Pepsi pulse.
Cola is the number one soft drinks category, worth £5.9bn, and the flavoured cola segment is growing three times faster than unflavoured cola. The Pepsi stable – that includes Pepsi Max Cherry, Lime and Mango – is worth £200m in retail sales value.
Ben Parker, Britvic Retail Commercial Director in Great Britain, said: “Pepsi Electric embodies shopper preferences for fresh, special-edition flavours while incorporating the unmissable vibrant blue cola liquid, which will grab shopper attention at shelf and capture the next generation.
“Convenience retail will be a key channel for bringing this bold new flavour to shoppers – we’ve launched exclusively as an on-the-go 500ml bottle to help stores increase impulse purchases and ensure front-of-store chillers have something different to offer versus take-home formats.”
