Carlsberg Britvic is kicking off the new year with the launch of Pepsi MAX® Tropical, an exciting new addition to its MAX® flavours portfolio. Blending pineapple, mango and peach flavours, the innovation is designed to meet growing shopper demand for exciting new flavoured cola options. Alongside the launch, the brand is unveiling a refreshed look for its flavours range, hitting outlets this January. The updated packaging features a clearer design, stronger colour cues and distinctive fruit flavour icons, all crafted to enhance Pepsi MAX®’s appeal through standout chiller presence.
Consumer appetites for bold new flavours are increasing, with the flavoured cola category growing six times faster than unflavoured cola[1]. Carlsberg Britvic is well positioned to lead this trend: Pepsi MAX® is the highest volume selling cola in GB[2], and Pepsi MAX® Cherry is the number one flavoured cola, worth over £207m RSV[3].
In a category full of choice, strengthening Pepsi MAX®’s flavours offering is a priority for the brand, in order to maintain engagement among Gen Z consumers and beyond. The addition of Tropical, a popular soft drink flavour in the UK[4], paired with a bold new visual identity, aims to ensure the brand continues to stay relevant, eye-catching and top of mind with consumers in the hospitality market.
“The evolution of our Pepsi MAX® flavours range reflects our commitment to staying ahead of changing consumer expectations. Combining bold innovation with a refreshed identity allows us to enhance the consumer experience and strengthen the brand’s role within the wider category to support hospitality sales.”
“The packaging redesign has been intentionally crafted to catch the consumer’s eye in a busy environment, while distinguishing the range from our core Pepsi MAX® offering. The bolder colour blocking and introduction of vibrant fruit icons creates instant recognition from a glance, with the refined layout bringing a cleaner, more modern feel. Our aim is to increase spend, elevate Pepsi MAX®’s chiller presence and add value to operators’ flavoured cola ranges.”
To maximise the impact of the launch, Pepsi is equipping outlets with striking campaign assets, eye-catching in-outlet point of sale materials and a free trial case of the new Pepsi MAX® Tropical flavour. Designed to drive visibility and conversion, retailers can visit sensationaldrinks.com to order from 1 March.
Pepsi MAX® Tropical, alongside the updated packaging across Pepsi MAX® Cherry and Lime, will be available from 26 January across the foodservice channel. Pepsi MAX® Tropical will be launching in a variety of formats, including: 500ml plain (RRP: £2.29) and price-marked (RRP: £1.39) bottles and 330ml can (RRP: £0.95). The new launch activity will be supported by a campaign spanning billboards, social media, experiential, and digital media across April and May.
