PepsiCo’s SoBe Lifewater Launches First-Ever, Zero-Calorie, Naturally Sweetened, Enhanced Water in the United States

@@adlinks

PURCHASE, N.Y. – December 17, 2008 /PRNewswire/ – SoBe Lifewater fans across the country will soon be able to get the great taste and personality of SoBe Lifewater in three, zero-calorie, naturally-sweetened flavors. Hitting stores shortly, new zero-calorie SoBe Lifewater is the first enhanced water beverage in the U.S. market to feature the groundbreaking, all natural zero calorie sweetener, PureVia™, made from a highly pure extract of the Stevia plant leaf.

PureVia™ is the result of innovative technology that isolates 97 percent pure Reb A, which is derived from the sweetest and best tasting part of the stevia leaf.

“Consumers have long anticipated a natural sweetener, and are seeking healthier beverage choices. Zero-calorie SoBe Lifewater pairs the zero calorie all natural sweetener PureVia™ with delicious flavors to deliver the great taste SoBe fans expect,” said Rick Gomez, VP-Hydration, Pepsi-Cola North America Beverages. “We’re elated to be the first beverage in the country to feature PureVia™, and SoBe Lifewater fans will appreciate that they don’t have to compromise on taste to cut back on calories.”

The three new zero-calorie flavors – Fuji Apple Pear, Black and Blue Berry, and Yumberry Pomegranate ™ redefine the water beverage category. In addition to a full day’s supply of Vitamin C, each bottle of zero-calorie SoBe Lifewater also provides 20% of the recommended daily value of Vitamin E as well as 10% of the recommended daily value of Vitamins B6, B12, Niacin (B3) and Pantothenic Acid (B5.) Each also will be infused with a unique blend of herbal ingredients. The all-new sleek packaging design exudes the hipness of the overall brand.

The new zero-calorie SoBe Lifewater line complements the current, hot-selling SoBe Lifewater in the marketplace, including popular flavors such as Pomegranate Cherry, Blackberry Grape, Orange Tangerine, Strawberry Kiwi, Passionfruit Citrus, Yuzu Black Currant, Agave Lemonade and Goji Melon.

The launch of zero-calorie SoBe Lifewater in the U.S. builds upon the brand’s pioneering product innovation process. This summer, SoBe launched SoBe Life in Peru, the world’s first beverage to be naturally sweetened with PureVia™.

Along with SoBe Lifewater, PepsiCo has the nation’s most comprehensive hydration portfolio, including leading brands under the Gatorade, Propel and Aquafina trademarks. Building upon the company’s non-carbonated beverage advantage, PepsiCo will continue to focus on this comprehensive portfolio.

To further experience SoBe Lifewater, visit www.sobelieve.com, and to learn more about PureVia™ at www.PureVia.com.
About PepsiCo

PepsiCo (NYSE: PEP) is one of the world’s largest food and beverage companies, with 2007 annual revenues of more than $39 billion. The Company employs approximately 185,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 18 brands that generate $1 billion or more each in annual retail sales. PepsiCo’s commitment to sustainable growth, defined as Performance with Purpose, is focused on generating healthy financial returns while giving back to communities the Company serves. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing the Company’s impact on the environment through water, energy and packaging initiatives, and supporting its employees through a diverse and inclusive culture that recruits and retains world-class talent. As a member of the Dow Jones Sustainability World Index (DJSI World) and the Dow Jones Sustainability North America Index (DJSI North America), PepsiCo is a recognized leader in sustainability. For more information, please visit www.pepsico.com.