Pepsi Raw withdrawn from UK market

Pepsi Raw, the premium all-natural cola brand, has been withdrawn from the UK market following disappointing sales since its 2008 launch.

In a statement, Britvic, Pepsi's UK bottler blamed the off-trade, saying that sales in the on-trade had been positive.

A Britvic spokesperson said: "Innovation is at the heart of our business. Pepsi Raw had good success in bars and pubs, where we knew it would perform well.

"However the roll-out to grocery was less successful, which is why we've taken the decision to withdraw the brand from the UK market.

"Innovation is what drives us, which is why we will continue to invest in NPD, building on our reputation for developing and launching category-defining products."

The drink, which used ingredients such as natural plant extracts, was launched in 2008 to capitalise on growing consumer demand for premium and more natural products. It contained no artificial colours, preservatives, flavourings or sweeteners.

At its launch, Paul Linthwaite, on-premise business unit director for Britvic said Pepsi Raw would "reinvigorate the cola category".