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Pepsi to extend range with 'natural' Raw variant

by Jemima Bokaie, Marketing 20-Nov-07, 08:45

LONDON - Pepsi UK is adding the first variant to its iconic Pepsi range for more than 10 years in an attempt to steal share of the cola market from leader Coca-Cola.

Pepsi Raw will be the third variant in the range since the launch of Pepsi Max in the UK in 1993. The new brand, which is made with cane sugar rather than high-fructose corn syrup, claims to be a 'natural' cola. The brand is aimed at healthier cola drinkers, despite industry insiders' claims that being made with cane sugar, it will be less healthy than the sugar-free Pepsi Max.

Pepsi is launching Raw into UK pubs and bars, including the All Bar One chain, early next year in a bid to attract a cult following for the brand in the on-trade. It will be introduced into grocery toward the end of the year. If the brand is successful in the UK, it will be rolled out internationally.

In 1995, Pepsi launched lime-flavoured Pepsi Max Twist, and a coffee-flavoured variant, Pepsi Max Chino.

Pepsi refused to comment as Marketing went to press.