Pepsi MAX has launched the Pepsi MAX No Caffeine, a caffeine-free cola SKU, which it claims is a first in its no-sugar cola range outside of diet products.
The beverage, launched in March of this year, is available in stores in various take-home formats, soft drinks maker Britvic said in a statement.
According to a recent study from Nielsen, the caffeine-free cola continues to grow ahead of the entire cola segment.
'Headroom For Growth'
Ben Parker, commercial director of Britvic, commented, "With at-home caffeine-free cola occasions growing by over 20% and the majority of drinkers (53%) only buying into one of classic, diet or no sugar cola segments, there is huge headroom for growth."
The new beverage presents retailers with an opportunity to reinvigorate their cola offering, with many consumers concerned about their caffeine intake.
Customers who opt for caffeine-free also tend to buy 84% more cola by volume than those who prefer caffeinated options, the beverage manufacturer said, citing a Kantar report. Over half of caffeine-free cola drinkers admitted that they only consume this type of cola.
'Challenging The No Sugar Convention'
Parker added, "When Pepsi MAX launched in 1998, it reinvigorated the market by challenging 'no sugar convention.' 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."
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.