Pepsi MAX® is adding Lime to its flavour portfolio this summer, aiming to help retailers continue to capitalise on the growing popularity of flavoured cola[1].
Pepsi MAX Lime will initially be available from early-June as a Tesco Group exclusive – which includes Londis, One Stop, Premier, Budgens, Tesco and Booker Wholesale – before rolling out further late August. To help retailers cater to a variety of consumer needs, the new flavour will roll out in 2L and 1.25L bottles, as well as in 8 and 24 x multipack cans.
Cola is the number one segment within the soft drinks category[2], with flavoured cola growing ahead of other segments, up +6.5% versus last year[3]. Sugar free choices are of particular importance in cola segment, having grown +15.2% in the last two years[4], Pepsi MAX Lime will allow retailers to offer their shoppers even more choice this summer and beyond, especially given that lime was voted the number one flavour for refreshment in consumer taste tests[5].
Pepsi MAX Raspberry, which launched in 2019, has already become a £20m+ flavour extension[6].Pepsi MAX Lime aims to build on this proven success as part of the three-strong flavoured cola range which also includes Cherry.
[1] Nielsen RMS – Total Coverage GB – Value & Volume Sales – MAT – 24.04.21
[2] Nielsen RMS – Total Coverage GB – Value & Volume Sales – MAT – 24.04.21
[3] Nielsen RMS – Total Coverage GB – Value sales % chg MAT– 52 w.e. 24.04.21
[4] Nielsen RMS – Total Coverage GB – Value sales % chg MAT vs 2YA to w.e 24.04.21
[5] Consumer Taste preference panelling study, 2019.
[6] Nielsen ScanTrack, Total Coverage value sales, 52 wks, to w/e 24.04.2021 (Pepsi MAX Raspberry £21.902m)
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