PURCHASE, N.Y. - March 9, 2004
- Pepsi-Cola North America today announced at its national bottlers
convention in Las Vegas that it will launch Pepsi Edge, the first
full-flavored cola with 50% less sugar, carbohydrates and calories than
Pepsi Edge delivers its full-flavored cola taste through a unique
blend of Splenda (sucralose) and high fructose corn syrup. The national
rollout begins late this summer.
"The time is right, the proposition is strong and everyone we've
talked to is ready for this idea," said Dave Burwick, SVP and chief
marketing officer, Pepsi-Cola North America. "This product hits the
sweet spot with a great balance of taste, diet needs and Pepsi persona."
About 60 million consumers drink both regular and diet soft drinks.
In the past two years, that number of "dual users" has grown 75%,
leading to a potentially sizable target audience for Pepsi Edge.
In comprehensive testing over the past several months - both
qualitative and quantitative - dual users indicated they loved the
concept of Pepsi Edge. The product's high taste-test scores also suggest
that it provides the perfect balance of taste and calories that no other
soft drink today does. The late summer rollout of Pepsi Edge will be
supported by a full slate of advertising, marketing and in-store
activity typical for a national product launch from Pepsi.
Purchase, N.Y.-based Pepsi-Cola North America (www.pepsi.com) is the
$4 billion refreshment beverage unit of PepsiCo Inc. in the United
States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi ONE,
Wild Cherry Pepsi, Pepsi Twist, Pepsi Vanilla, Mountain Dew, Mountain
Dew Code Red, Sierra Mist, Mug, Slice, Aquafina, Dole single-serve
juices, Tropicana Juice Drinks and SoBe. The company also makes and
markets North America's best-selling ready-to-drink iced teas and
coffees, respectively, via joint ventures with Lipton and Starbucks.