Britvic Soft Drinks has expanded its flagship Pepsi brand with the launch of a new variant. Pepsi Twist, Pepsi cola with a twist of lemon, is being test-marketed in the off-trade following success in the US. However, the introduction of the new concept into UK pubs and bars may well follow if consumer response is positive. Karen Goffe, Pepsi's head of marketing, said: "Pepsi Twist is an appealing new offering with a difference.
"Pepsi was first to market with a lemon variant in the States and the UK launch of Pepsi Twist is the next step in our leading innovation programme which saw the introduction and growth of Pepsi Max into a £60m brand."
The move follows rival Coca-Cola's decision to unleash a new Diet Coke with lemon concept in April.
The launch of Pepsi Twist will be supported by a national sampling campaign targeting more than 500,000 consumers.
Andrew Marsden, Britvic's category director, said: "The launch of Pepsi Twist is a key part of our Right Choice category management programme - innovating to satisfy consumers and grow soft drinks' profitability."
Diet Coke with Lemon to be launched in pubs and bars (11 April 2002)