Pepsi launched a new flavor to target Latino consumers giving them a touch of lime in their cola beverage, according to PR Newswire.
The new flavor, Pepsi Limón, has real lime juice and real sugar in it, giving it a popular tart taste familiar among Latinos.
"Pepsi knows the importance of authentic flavor and delivering on its promise for great tasting products," said Melissa Miranda, Cultural & Commercial Strategy, Pepsi. "Pepsi's roots have long showcased the brand's connection and affinity with Hispanic consumers and Pepsi Limón was created with those consumer preferences in mind," she added.
Pepsi Limón is hoping to be a great beverage choice for barbeques, beach days, social gatherings and more. It is now available in 20 oz. bottles in select markets throughout California, Arizona, New Mexico, Texas and Chicago.
The beverage company began working with Adelante, PepsiCo's employee association, to really figure out what the Latino community wanted. Adelante has formed relationships with the Latino community and learned that Latinos wanted more flavor in their drinks.
Many brands are trying to reach out to Latino consumers since they make up almost one-sixth of the U.S. population, Buzzfeed reports.
Pepsi tried making a lime flavored drink in 2005 after Coca-Cola's lime Coke launch. The company discontinued the branch soon after.
"We knew that we couldn't just recreate the product like we did in the past, but that we needed real sugar and real lime juice to capture the taste profile that Hispanics love," Pepsi spokeswoman Elisa Baker said in an email.
There is more hope for the new product, according to Advertising Age.
"I will not be surprised if this ends up becoming a very big success in those markets," said Al Carey, CEO for PepsiCo.
The beverage company ditched using artificial lime flavor and high fructose corn syrup to target the Latino community.
Pepsi Limón debuted on May 18.
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