Pepsi MAX is launching a first for the no-sugar cola segment, outside of diet products, with the unveiling of Pepsi MAX No Caffeine. Available in-store from 17th March in a variety of take-home formats, the addition to the range taps into the caffeine-free cola segment, which continues to grow ahead of total cola[1].
The launch comes at the perfect time for retailers to reinvigorate their cola products, with over half the population concerned about their intake of caffeine[2]. Customers who opt for caffeine-free also tend to buy +84% more volume (of Cola) than those who favour caffeinated options[3]. Over half of caffeine-free cola drinkers admit that they only ever consume this type[4] of cola.
Ben Parker, at home commercial director at Britvic, comments: “When Pepsi MAX launched in 1998, it reinvigorated the market by challenging ‘no sugar conventions’. Now we are doing away with the status quo again – this time in the caffeine-free segment. Despite the massive growth potential, until now, options have been limited to diet products only. Pepsi MAX No Caffeine is set to change that, offering customers more choice from our well-known and trusted brand, while helping to bring new shoppers into the segment.
“With at home caffeine-free cola occasions growing by over +20%[5] and the majority of drinkers (53%) only buying into one of classic, diet or no sugar cola segments[6], there is huge headroom for growth within the segment. We’re confident that the launch will enable retailers to tap into this opportunity by offering people more choice with the same maximum, quality taste that they know and love, and as a result, also bring in new shoppers.”
Pepsi Max No Caffeine will be available in-store from 17th March.
[1] Nielsen RMS GB, Grocery Multiples, Value Sales % change, 52wks to 25.01.20
[2] Kantar Worldpanel, Nutrition Service, 2019
[3] Kantar Worldpanel, Take Home Panel, Total Consumers, 52wks, Data to w.e. 24.01.2021
[4] Kantar Worldpanel, In-Home Usage Panel, Consumers Who Consume Caffeine Free Cola, 52wks, Data to w.e. 24.01.2021
[5] Kantar Worldpanel, Usage Panel, Caffeine Free Cola occasions, 52wks to 26.01.20 (+20.2%)
[6] Kantar Worldpanel, Take-Home Panel, Sugar Tiers Cross-Purchase, 52wks, Data to w.e. 26.01.20?
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