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Britvic-owned brand Pepsi has expanded its portfolio with the launch of a new, limited-edition blue cola, Electric Blue.
The new product was created to challenge what consumers expect from a cola, with the new launch providing a zesty taste encapsulated in a striking blue liquid.
Ben Parker, Britvic’s 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…Pepsi Electric is set to help retailers increase basket spend and tap into the flavoured cola segment, a market which is growing three times faster than unflavoured cola.”
Available for 12 months across the convenience, wholesale and grocery channels, Pepsi Electric is launching exclusively as a 500ml bottle format. The new product development is also sugar-free, designed to enable retailers to cater to growing preferences for zero sugar soft drink options, without having to compromise on bold flavour and taste.
Pepsi Electric will begin rolling out across the UK convenience channel from May, following a broader launch across grocery, convenience and wholesale on 17 June.
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