Carlsberg Britvic Expands Flavoured Cola Portfolio with Pepsi Max Tropical Launch

Carlsberg Britvic has announced a significant expansion of its soft drinks portfolio with the introduction of Pepsi Max Tropical. Launching on 26 January, the new variant combines the brand’s signature sugar-free cola with a blend of pineapple, mango, and peach, targeting the growing consumer demand for exotic fruit profiles within the UK carbonates category.

The launch arrives alongside a comprehensive visual identity refresh for the entire Pepsi Max flavours range. The updated packaging features a modern, streamlined design with "stronger colour cues" and "distinctive fruit flavour icons" intended to improve shelf navigation and drive impulse purchases in high-footprint retail environments.

Strategising for Retail Success: Formats and PMP Options

To support diverse retail and wholesale requirements, Carlsberg Britvic is releasing Pepsi Max Tropical in a wide array of formats, including standard and price-marked packs (PMP) to appeal to value-conscious shoppers.

Product Pricing and Format Breakdown:

500ml Bottle: RRP £2.29 (Plain) | £1.39 (PMP)
330ml Can: RRP £0.95
2L Bottle: RRP £2.50 (Plain) | £2.19 (PMP)
Multipacks: £7.19 (8-pack) | £12.69 (18-pack) | £15.99 (24-pack)

The roll-out across convenience and wholesale channels will be bolstered by a high-impact marketing campaign scheduled for April and May. This campaign will span digital media, social platforms, experiential activations, and nationwide billboard placements to maximise consumer awareness during the peak spring trading period.

Optimising the Flavoured Cola Category

According to Carlsberg Britvic, the move to include a tropical profile—a consistently high-performing flavour in the UK—is a strategic step to maintain Pepsi Max’s market-leading position. To assist retailers in capturing this opportunity, the supplier is offering dedicated campaign assets, point-of-sale (PoS) materials, and a free trial case of the Tropical flavour. Eligible retailers can place orders via atyourconvenience.com starting 1 March.

David Laidler, Brand Director for Carbonates at Carlsberg Britvic, emphasised that the redesign is a direct response to evolving shopper habits. "The evolution of our Pepsi Max flavours range reflects our commitment to staying ahead of changing shopper expectations," Laidler stated.

"The packaging redesign has been intentionally crafted to catch the shopper’s eye in a busy retail 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."

Laidler added that the refined layout is designed to increase basket spend and elevate the brand's shelf presence, ultimately adding tangible value to retailers’ flavoured cola ranges.