• Product: Pepsi Electric
• Supplier: Britvic
• RRP: £1.99, £1.35 PMP
• Available: 13 May (Booker), 17 June (wide)

Britvic is set to launch a limited-edition sugar-free blue Pepsi line, Pepsi Electric, available to retailers for 12 months.

The new variety is set to launch initially through Booker from 13 May in 500ml plain and £1.35 price-marked bottles, before a wider rollout from 17 June.

It has been launched to catch the attention of younger soft-drinks shoppers, particularly Gen Z, who are on the lookout for new flavours, with taste the largest driver of choice for cola drinkers.

Blucozade bringing stores strong profits

Ben Parker, Britvic retail commercial director in Great Britain, said: “Pepsi Electric embodies shopper preferences for fresh, special edition flavours while incorporating the unmissable vibrant blue cola liquid, which will grab shopper attention at shelf and capture the next generation.

“Convenience retail will be a key channel for bringing this bold new flavour to shoppers – we’ve launched exclusively as an on-the-go 500ml bottle to help stores increase impulse purchases and ensure front of store chillers have something different to offer versus take-home formats.”

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