Pepsi Seeks Edge With Low-Carb Cola

Discussion
Mar 10, 2004
George Anderson

By George Anderson

Pepsico announced it will rollout a new Pepsi beverage with half the sugar, carbohydrates and calories
of its flagship product.

Called Pepsi Edge, the drink will be in national distribution by late summer. According to a CBS Market Watch report, Pepsi officials told bottlers the lower-carb Edge “delivers
its full-flavored cola taste through a unique blend of Splenda (sucralose) and high fructose corn syrup.”

Dave Burwick, chief marketing officer of Pepsi-Cola North America, released a written statement. “The time is right, the proposition is strong and everyone we’ve talked to is
ready for this idea.”

Pepsi estimates 60 million people drink both regular and diet sodas. These dual soda drinkers represent “a potentially sizable target audience for Pepsi Edge.”

Moderator’s Comment: Will Pepsi grow its share of market with the introduction of the
low-carb Edge cola?

Being Pepsi, you know the drink will get trial. We doubt we’ll see true devotees of Atkins or South Beach drinking much of it though. They’ll be too busy
drinking a Pepsi beverage that has no carbs or calories – Aquafina.
George
Anderson – Moderator

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