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Britvic has expanded its Pepsi portfolio with the launch of a new, limited-edition cola variant — Pepsi Electric, featuring a striking blue liquid and a zesty flavour profile designed to “challenge consumer expectations” within the category.
The new variant will be available for 12 months and launches initially in 500ml bottles, exclusive to the UK market. It will begin rolling out across the convenience channel in May, ahead of a wider grocery, convenience and wholesale launch from 17 June.
Positioned to attract younger shoppers and drive impulse purchases, Pepsi Electric is sugar-free, aligning with the growing demand for zero-sugar soft drink options without compromising on taste or flavour intensity.
Ben Parker, Britvic’s retail commercial director for Great Britain, said:
“Pepsi Electric embodies shopper preferences for fresh, special-edition flavours while incorporating the unmissable vibrant blue cola liquid, which will grab attention at shelf and capture the next generation. Pepsi Electric is set to help retailers increase basket spend and tap into the flavoured cola segment, a market growing three times faster than unflavoured cola.”
Britvic said the innovation is part of its strategy to strengthen Pepsi’s position within the fast-growing flavoured cola segment, which continues to outperform traditional cola lines.
