PepsiCo aims to shake up the sparkling water category with the launch of Bubly, a line of calorie-free fizzy waters.
On sale in the US from February, Bubly will be available in eight flavours: lime, grape, strawberry, lemon, orange, apple, mango, and cherry.
Each variant features a unique smile on-pack, bold packaging and comes with its own greeting and personal message.
To meet a variety of ready-to-drink options, Bubly will be available in 12oz cans (eight and 12 packs), as well as 20oz single-serve bottles.
The launch comes just one year after the introduction of PepsiCo’s premium bottled water Lifewtr, and PepsiCo said Bubly further validates its commitment to its water portfolio.
By 2025, the company hopes that at least two-thirds of its global beverage portfolio volume will have 100 calories or fewer from added sugars per 12oz serving.
Todd Kaplan of PepsiCo North America Beverages said: “When we looked at the sparkling water category, we saw an opportunity to innovate from within by building a new brand and product from the ground up to meet consumer needs.
“We created Bubly to provide consumers with a great-tasting, flavourful, unsweetened sparkling water in a fun, playful, and relevant manner that is unlike anything we’ve seen in the sparkling water category today.
“This is an exciting addition to our PepsiCo portfolio, which is why we’re committed to make Bubly one of our biggest product launches to date and are introducing the new brand to the world during the Academy Awards.”
Bubly is set to make its TV debut with two ads airing during the 90th Oscars broadcast on 4 March.
© FoodBev Media Ltd 2020
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