Pepsi Introduces Limited-Edition Blue Pepsi Electric

Pepsi has introduced a vibrant new look to its range with the new, limited-edition Pepsi Electric blue cola, with a zesty, citrus taste with a striking blue liquid.

Following a successful rebrand earlier this year and longstanding flavour innovation within the market, the new launch challenges what consumers expect from a cola. The new Pepsi Electric will be available for 12-months from this May around the UK exclusively in a 500ml bottle format.

The new drink is sugar-free, designed to enable retailers to cater to growing preferences for zero sugar soft drink options, without having to compromise on bold flavours and great taste.

Cola remains the number one soft drinks category, worth £5.9bn, however consumers continue to look for different options and flavours, especially the younger generations.

Ben Parker, Britvic Retail Commercial Director in Great Britain, said: "Pepsi Electric embodies shopper preferences for fresh, special edition flavours while incorporating the unmissable vibrant blue cola liquid, which will grab shopper attention at shelf and capture the next generation. Tying in with Pepsi's Thirsty for More campaign, the pack design echoes the electric blue and black of the recent logo rebrand, alongside the signature Pepsi pulse – bringing the brand to life, ensuring consumer recognition and encouraging shoppers to make the most of this limited-edition flavour. Pepsi Electric is set to help retailers increase basket spend and tap into the flavoured cola segment, a market which is growing three times faster than unflavoured cola."