Could it be 3rd time lucky for PepsiCo in mid cal beveragemarket

Speaking at the Barclays Back to School Consumer conference in Boston yesterday, Pepsi Co CFO Hugh Johnston said anecdotal feedback in test markets in Iowa and Wisconsin had been positive for Pepsi Next.

The drink, which contains 60% fewer calories than regular Pepsi follows two abortive attempts by Pepsi to appeal to customers that like the taste of full sugar colas but want to cut calories: Pepsi XL, which failed to inspire in the mid 1990s and Pepsi Edge, which was launched in 2004 but axed a year later.

Many marketers are unsure if there's a  market for a mid-calorie soft drink. However, PepsiCo believes the success of Trop50 proves otherwise.

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