Pepsi adds Raw to U.K. line

by Keith Nunes
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CHELMSFORD, ENGLAND — PepsiCo, Inc., and Britvic Soft Drinks have introduced Pepsi Raw in the United Kingdom, a soft drink made with natural ingredients, including cane sugar, and intended to capitalize on the growing consumer demand for natural products. Made with natural plant extracts, Pepsi Raw has no artificial colors, preservatives, flavorings or sweeteners. The product’s initial target market is upscale food service outlets.

"Cola is a hugely important category to the on-premise market as it represents almost half of all soft drink sales, however, it is also a maturing category that needs rejuvenation to drive further growth," said Paul Linthwaite, on-premise business manager for Britvic. "As with many other drinks categories within on-premise, the growth of soft drinks is being driven by premium offerings, with our research indicating 53% of people will pay more for a quality drink."

Pepsi Raw initially will roll-out in seven urban centers in the U.K., including London, Manchester, Glasgow, Brighton, Birmingham, Leeds and Liverpool. Future market introductions will occur throughout 2008, according to the company.

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