Pepsi MAX is tapping into the consumer demand for caffeine-free options with Pepsi MAX Caffeine Free 500ml bottles, available across retail and hospitality channels from this month.
The brand pointed to research showing that 79% of 18-35-year-old cold soft drinks shoppers are interested in caffeine, sugar-free cola, and it is becoming a key choice for lunchtime and afternoon occasions.
Pepsi MAX Caffeine Free is the leading no sugar and no caffeine cola in the category, growing at 47% YoY and worth £20m RSV. The Caffeine Free 500ml bottles are expected to expand its reach by unlocking more consumption occasions.
Meanwhile, building on last year’s rebrand, Pepsi returns this month with a nationwide ‘Thirsty for More’ campaign, giving consumers a chance to win exclusive merchandise. The promotion is live across all Pepsi packs until 30 April, offering thousands of Pepsi-branded prizes including hoodies, hats, bags and skateboards.
The activity will be supported by in-store displays and point-of-sale material across all major retailers.
