Pepsi will launch two new CSD line extensions this year: Mt. Dew Pitch Black (BD 1/23/04) and "Pepsi Holiday Spice." Both will be in-and-out-of-market products sold for limited time. Pitch Black -- themed for Halloween -- will be in-market ten weeks starting August 21. Pepsi Holiday Spice will be available for eight weeks starting November 1. Packaging. Both will be sold in: 20-oz; 2-liter; and 12-packs. Perspective. Recent comments by Pepsi North America chief Dawn Hudson indicates Pepsi believes in continuing need for flavor line extensions (BD 7/30/04). Pepsi has introduced multiple line extensions in recent years, including one other in-and-out-of-market product, Mt. Dew LiveWire.
Pepsi Holiday Spice. Product will be cola -- reddish-colored -- with ginger/cinnamon flavor. Pepsi says those flavors have "strong connection with cola." Graphics (photo left) evoke "retro" look and depict former bottling plant along East River in Queens, New York. Mt. Dew Pitch Black. Product combines taste of regular Mt. Dew with "blast of black grape flavor." Company describes package graphics as "spooky" (photo right). Mt. Dew Baja Blast. Pepsi is also introducing new Mt. Dew flavor "Baja Blast" as fountain-only product for Taco Bell. Pepsi says Baja Blast will be "turquoise-green" version of Dew with lime flavor.
'Milk Chillers.' Pepsi this fall will modestly expand what has been limited test by PBG of new dairy drink called "Milk Chillers" (BD 1/9/04). Product is for school channel. Details. Retort-processed. Packed in 12-oz cans. Calories per can: 130. Contains sucralose/sugar. Flavors: chocolate, vanilla, strawberry. Coke introduced similar product, Swerve, last year. Coffee. Sources also talk of new products ahead from Pepsi/Starbucks North American Coffee Partnership. Predict expansion of product lineup beyond Frappuccino, including possible refreshment coffee beverage.
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