Britvic is adding a bit of spice to the UK cola category and tapping into the current appetite for all things ginger with its Pepsi Max Ginger launch.
'Of the 16 million people buying cola in the UK, 16% of them also buy ginger-flavoured drinks,' Kevin McNair, marketing director at Britvic GB, which distributes PepsiCo-owned Pepsi in the UK, said. 'So the opportunity Pepsi Max Ginger provides for our trade customers in the UK is huge.'
Pepsi Max Ginger is said to strike the balance between refreshing cola and warming ginger, with the added bonus of containing no sugar. It will join the standard and cherry flavours and be priced at a parity.
'It is set to appeal to health-conscious consumers who don’t want to sacrifice on taste but are looking to limit their sugar intake,' McNair added. But it hasn't compromised on taste. 'Great taste is integral to the brand so it was vital to get the flavour right with this innovative new product and we’re delighted with the end-result.
'We’re confident Pepsi Max Ginger is going to bring some real excitement to the cola category and we’re looking forward to seeing how Pepsi Max Ginger helps our customers in the channel to boost their sales in the coming months.'
Britvic claims Pepsi Max is the number one tasting no sugar cola in the UK. The Max brand grew 54% in 2016. Its cherry offering is the fastest-growing flavour cola and is said to be a £45m value brand.
Pepsi Max Ginger is available in 33cl can, 50cl and 60cl PET bottle formats.