Carlsberg Britvic is kicking off the new year with the launch of Pepsi MAX® Tropical, an exciting new addition to its MAX® flavours portfolio. Blending pineapple, mango and peach flavours, the innovation is designed to meet growing shopper demand for exciting new flavoured cola options. Alongside the launch, the brand is unveiling a refreshed look for its £218 million Pepsi MAX® flavours range[2], hitting shelves this January. The updated packaging features a clearer design, stronger colour cues and distinctive fruit flavour icons, all crafted to enhance Pepsi MAX®’s appeal through standout shelf presence.
Consumer appetites for bold new flavours are increasing, with the flavoured cola category growing six times faster than unflavoured cola[3]. Carlsberg Britvic is well positioned to lead this trend: Pepsi MAX® is the Number 1 Cola brand by volume in the UK[4], and Pepsi MAX® Cherry is the number one flavoured cola, worth over £207m RSV[5].
In a category full of choice, strengthening Pepsi MAX®’s flavours offering is a priority for the brand, in order to maintain engagement among Gen Z shoppers and beyond. The addition of Tropical, a popular soft drink flavour in the UK[6], paired with a bold new visual identity, aims to ensure the brand continues to stay relevant, eye-catching and top of mind with shoppers.
David Laidler, Brand Director – Carbonates, Carlsberg Britvic said: “The evolution of our Pepsi MAX® flavours range reflects our commitment to staying ahead of changing shopper expectations. Combining bold innovation with a refreshed identity allows us to enhance the consumer experience and strengthen the brand’s role within the wider category to support retail sales.”
“The packaging redesign has been intentionally crafted to catch the shopper’s eye in a busy retail environment, while distinguishing the range from our core Pepsi MAX® offering. The bolder colour blocking and introduction of vibrant fruit icons creates instant recognition from a glance, with the refined layout bringing a cleaner, more modern feel. Our aim is to increase basket spend, elevate Pepsi MAX®’s shelf presence and add value to retailers’ flavoured cola ranges.”
To maximise the impact of the launch, Pepsi is equipping retailers with striking campaign assets, eye-catching shopper point of sale materials and a free trial case of the new Pepsi MAX® Tropical flavour. Designed to drive visibility and conversion at shelf, retailers can visit atyourconvenience.com to order from 1 March.
Pepsi MAX® Tropical, alongside the updated packaging across Pepsi MAX® Cherry and Lime, will be available from 26 January across the grocery, convenience and wholesale channels. Pepsi MAX® Tropical will be launching in a variety of formats, including: 500ml plain (RRP: £2.29) and price-marked (RRP: £1.39) bottles, 330ml can (RRP: £0.95), 2L plain (RRP: £2.50) and price-marked (RRP: £2.19) bottles and multipacks of 8 (RRP: £7.19), 18 (RRP: £12.69) and 24 (RRP: £15.99). The new launch activity will be supported by a campaign spanning billboards, social media, experiential and digital media across April and May.
[1] Nielsen IQ RMS, Total Coverage, Total Soft Drinks, Carlsberg Britvic Defined, Value sales, 52WE 13.12.25
[2] Nielsen IQ RMS, Total Coverage, Total Soft Drinks, Carlsberg Britvic Defined, Value sales, 52WE 13.12.25
[3] NielsenIQ, RMS, Total Coverage, Cola CBBV defined, Value Sales, 52wks 2YA & YA, w/e 03/01/26 and CGA by NielsenIQ, FS&L database, Total OOH, Cola CBBV defined, Values Sales, 52wks vs 2YA & YA, w/e 31/10/25
[4] Nielsen Scantrack, Total Coverage incl. Discounters, Pepsi MAX Flavours & Coke Zero Flavours, Carlsberg Britvic Defined, Volume Sales 52 wks WE 03/01/26 and FS&L database, Total OOH, Cola CBBV defined, Volume Sales, 52 wks w/e w/e 31/10/25
[5] Nielsen IQ RMS, Total Coverage, Total Soft Drinks, Carlsberg Britvic Defined, Value sales, 52WE 13.12.25
[6] Nielsen IQ RMS, Total Coverage, Total Soft Drinks, Carlsberg Britvic Defined, Value sales, 52WE 03.01.26
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