Britvic and Pepsi go large

26 February, 2010
Page 14 

British soft drinks manufacturer Britvic and PepsiCo UK is to launch what they are calling "the biggest pack innovation that the market has seen in over 15 years".

A new range of 600ml PET bottles will be available from April 2010 across the no- and low-sugar drinks in Britvic's carbonates range, which include: Pepsi Max, Diet Pepsi, 7Up Free, and Tango. The new bottles will replace the existing 500ml range, but will still have the same RRP.

The firm said research into the new 600ml format showed a massive increase in consumer purchase, with consumers stating that they were 84% more likely to purchase the new line of 600ml bottles ahead of existing products. "Pepsi Max, Tango and 7Up already command a higher rate of sale than other similar brands in the market and consumer research shows that the move to the new larger-size format will grow this further," said Noel Clarke, senior brand manager for Pepsi.

The launch will be supported by a £5m marketing campaign, starting on 12 April. Over three million money-off coupons will also be distributed throughout the key summer period to drive consumer trial.

The new pack format will be on show at Britvic's stand at the Baking Industry Exhibition from 21-24 March at Birmingham's NEC.

www.britvic.com





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