PepsiCo has revealed that it will launch a line of craft sodas that will be available from soft drinks dispensers in select foodservice locations.
The new Stubborn Sodas are being readied for release as early as this summer. They could be used to either replace or supplement existing PepsiCo brands at self-serve drinks dispensers, with a more premium price point to Pepsi and Mountain Dew, according to a report released by Beverage-Digest.
Although details of flavours and product specifications have not yet surfaced, the innovation extends PepsiCo’s innovation with craft sodas. In March, we reported that the drinks giant had released a new clear citrus variety of its Mountain Dew brand, called Dewshine, which is packaged in craft-like bottles.
A PepsiCo spokesperson said: “Following our recent launches of Caleb’s Kola and Mountain Dew Dewshine, we’re continuing to explore the craft space with Stubborn Soda and its unique, contemporary flavour profiles. Introducing it on fountain with an engaging piece of innovative equipment offers consumers a new take on the traditional soft drink experience while also creating value for customers.”
PepsiCo CEO Indra Nooyi has previously stated her belief that “there is actually a huge potential for craft cola”.
“People still love the cola taste – it’s just lost some of its cool factor and I think products like Caleb’s are bringing back some of the cool factor,” Nooyi said.
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