Pepsi joins low-carb revolution
launching a drink based on a calorie concept - but it has been
Pepsi that has been able to act the fastest and secure the first of
its kind on the market.
Pepsi Edge is said to contain 50 per cent less sugar than conventional colas, but the company claims to have preserved its sweet taste. The ingredients sucralose and high fructose corn syrup have been used to keep the cola's flavour while lowering its calorie and carbohydrates levels.
About 60 million consumers drink both regular and diet soft drinks, and in the US over the past two years the number of dual users has grown by 75 per cent. This, the company claims, has created somewhat of a niche market for a product that could target both consumer types.
"The time is right, the proposition is strong and everyone we've talked to is ready for this idea," said Dave Burwick, Pepsi-Cola North America's chief marketing officer.
The new drink is by no means a functional food, but it does indicate that bigger players in the beverage industry are opting to move further into health type drinks. For example, Cadbury Schweppes and Coca Cola plan to launch low calorie alternatives to their best selling Dr Pepper and Coke drinks. These drinks may be expected later in the year. However, Pepsi have not disclosed any plans to release the drink in Europe at the moment.
