Pepsi launches Raw

Britvic has launched a new Pepsi made from natural ingredients exclusively for upmarket pubs and style bars.

Capitalising on the growing demand for more natural soft drinks, Pepsi Raw contains cane sugar, caramel and apple extracts, and is free of artificial colours, preservatives, flavourings or sweeteners.

It also has a lower carbonation than standard cola.

Britvic claimed it is one of the most significant innovations from Pepsi over the last decade.

The soft drinks giant said Raw can be drunk alone or mixed with a number of spirits, as its subtle flavour allows the taste of the spirit "to cut through cleanly"​.

Pepsi Raw will first be available in 300ml bottles in style bars in seven key UK cities, before a wider roll out to the licensed trade throughout 2008.

Britvic on-premise business unit director Paul Linthwaite said: "I can't tell you how excited we are about this drink and the fact that it's only available in the UK. ​

"It's a challenging time for the on-trade so we're proud to be bringing this innovation in.

"Where cola hasn't really worked before as a taste profile when mixed with spirits, this has huge potential."

The launch will be supported by a targeted press and outdoor advertising campaign, PoS and bar staff training on how to serve the drink.