@@img1 Pepsi-Cola North America today announced at its national bottlers convention in Las Vegas that it will launch Pepsi Edge, the first full-flavored cola with 50% less sugar, carbohydrates and calories than regular colas.
Pepsi Edge delivers its full-flavored cola taste through a unique blend of Splenda (sucralose) and high fructose corn syrup. The national rollout begins late this summer.
“The time is right, the proposition is strong and everyone we’ve talked to is ready for this idea,” said Dave Burwick, SVP and chief marketing officer, Pepsi-Cola North America. “This product hits the sweet spot with a great balance of taste, diet needs and Pepsi persona.”
About 60 million consumers drink both regular and diet soft drinks. In the past two years, that number of “dual users” has grown 75%, leading to a potentially sizable target audience for Pepsi Edge.
In comprehensive testing over the past several months — both qualitative and quantitative — dual users indicated they loved the concept of Pepsi Edge. The product’s high taste-test scores also suggest that it provides the perfect balance of taste and calories that no other soft drink today does. The late summer rollout of Pepsi Edge will be supported by a full slate of advertising, marketing and in-store activity typical for a national product launch from Pepsi.
Purchase, N.Y.-based Pepsi-Cola North America (www.pepsi.com) is the $4 billion refreshment beverage unit of PepsiCo Inc. in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi ONE, Wild Cherry Pepsi, Pepsi Twist, Pepsi Vanilla, Mountain Dew, Mountain Dew Code Red, Sierra Mist, Mug, Slice, Aquafina, Dole single-serve juices, Tropicana Juice Drinks and SoBe. The company also makes and markets North America’s best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.