Britvic is reformulating Diet Pepsi and changing its packaging to emphasise its health credentials, as cola continues to take a hammering in sales.
The UK is the first market where a reformulated Diet Pepsi is going on sale, highlighted on-pack with ‘Best-Ever Taste’ and ‘Refreshing, Light & Sugar Free’ descriptions. The 500ml and two-litre bottles will also carry a silver cap to match the label.
It is part of a £22m investment
behind Pepsi this year on the back of falling consumer demand for cola, which fell 3% in value, while Pepsi fell 2% in value [ACNielsen Scantrack Impulse, take-home, MAT December 25, 2004].
Britvic said sugar-free cola was growing faster than regular. “The new, better-tasting Diet Pepsi will increase appeal,” said brand marketing director Richard Collins.
Britvic is also redesigning Amé, bringing out a new Orange & Grape flavour and replacing 750ml bottles with one-litre bottles as part of a £3.5m investment.