Raw and ready
Britvic has officially announced the launch of a new premium Pepsi brand, exclusively to the UK licensed sector.
Pepsi Raw has been created using a recipe that includes ingredients from natural sources, capitalising on the growing consumer demand for premium and more natural products.
The cola is made from ingredients such as natural plant extracts that Britvic says gives it "a distinctive and delicious taste and more subtle carbonation as well as a unique colouring". The product does not contain artificial colours, preservatives, flavourings or sweeteners.
Britvic says that Pepsi Raw will make a great mix with spirits due to its more subtle flavour in comparison to regular Pepsi - allowing the flavour of the spirit to come through more clearly.
Paul Linthwaite, on-premise business unit director at Britvic, said: "Cola is a hugely important category to the on-trade as it represents almost half of all soft drink sales. However, it is also a maturing category that needs rejuvenation to drive further growth.
"The launch of Pepsi Raw will capitalise on a growing opportunity for premium drinks, providing a new tier of cola product to meet desire and give consumers a new reason to enjoy cola. "We are delighted that the UK on-trade will be the first in the world to benefit from this exciting new innovation. Pepsi Raw is set to reinvigorate the cola category and boost profits for licensees."
In addition, the new launch will be supported by a targeted press and outdoor advertising campaign, extensive national and regional PR, premium point-of-sale material and barstaff training around the Pepsi Raw brand and perfect serve.
Pepsi Raw will be available in style-led outlets in key urban areas from this month, with a roll-out into the wider licensed trade later in the year.
