Pepsi goes blue with limited edition Pepsi Electric

Pepsi has unveiled a new, limited-edition blue cola launch.

Pepsi Electric boasts a “zesty, citrus taste with a striking blue liquid”, and is available for 12 months across the convenience, wholesale and grocery channels. Pepsi Electric is launching exclusively as a 500ml bottle format and is sugar-free.

Launching in a 500ml plain pack and £1.35 price-marked bottles, Pepsi Electric will be available to the convenience channel from 13 May through Booker, before rolling out wider across channels from 17 June. The 500ml PET has a manufacturer’s suggested retail price of £1.99 and the launch will be supported by a widespread marketing campaign including out of home advertising, PR, digital and social media.

Britvic Retail commercial director in Great Britain Ben Parker, said: “Pepsi Electric embodies shopper preferences for fresh, special edition flavours while incorporating the unmissable vibrant blue cola liquid, which will grab shopper attention at shelf and capture the next generation. Tying in with Pepsi’s Thirsty for More campaign, the pack design echoes the electric blue and black of the recent logo rebrand, alongside the signature Pepsi pulse – bringing the brand to life, ensuring consumer recognition and encouraging shoppers to make the most of this limited-edition flavour. Pepsi Electric is set to help retailers increase basket spend and tap into the flavoured cola segment, a market which is growing three times faster than unflavoured cola.

“Convenience retail will be a key channel for bringing this bold new flavour to shoppers – we’ve launched exclusively as an on-the-go 500ml bottle to help stores increase impulse purchases and ensure front of store chillers have something different to offer versus take-home formats.”