Pepsi charges up a new blue flavour

Britvic is set to super-charge sales with new blue Pepsi

Product shots of the new blue Pepsi Electric cola, with a plain pack as well as price-marked.
Britvic is set to super-charge sales this summer with the launch of new Pepsi Electric, a sugar-free limited edition blue cola variant of the popular drink.

SOFT drinks giant Britvic is set to capitalise on trending products this summer with the launch of its new blue cola Pepsi Electric.

The limited-edition launch is set to charge sales for soft drinks during the warmer summer months after consumers have been flocking to the colour blue across stores.

Boasting a zesty, citrus taste as well, the new Pepsi Electric cola should improve standout on shelf with its striking blue liquid found inside.

Further to this, the new launch is sugar-free in a bid to help retailers to capitalise on the demand for zero sugar drinks from the category and recruit more younger customers to the segment in stores.

The new launch is available in 500ml PET plastic bottles in both a plain pack – MRSP at £1.99 – as well as a PMP format with a price set at £1.35.

Pepsi Electric will be made available exclusively via Booker outlets from 13 May before rolling out across wider channels from 17 June with the launch widely supported by a marketing package that includes out-of-home advertising, PR support as well as via digital and social media.

Ben Parker, retail commercial director in Great Britain at Britvic, 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.

“Tying in with Pepsi’s Thirsty for More campaign, the pack design echoes the electric blue and black of the recent logo rebrand, alongside the signature Pepsi pulse – bringing the brand to life, ensuring consumer recognition and encouraging shoppers to make the most of this limited-edition flavour.

“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.”