PepsiCo is rolling out an updated Pepsi Zero Sugar formula in the US to be accompanied by an NFL Super Bowl campaign and a 10-million-unit sampling giveaway, according to the company. The formula and marketing program will be announced this morning. The tagline for the new product is “Zero Never Tasted So Good. Try it to Believe it.” Advertising will tout a “New Improved Taste.”

DETAILS.  The previous PepsiCo Zero Sugar product was essentially the same formula as Pepsi Max, which was phased out after being switched to Pepsi Zero Sugar branding in late 2016. While the new Pepsi Zero Sugar formula still contains aspartame and acesulfame potassium (ace-K), the sweetener system has been updated to provide “a more refreshing and bolder taste profile,” according to PepsiCo. The new recipe also eliminates the ginseng and higher caffeine level that was a holdover from the Pepsi Max formula. “Consumer preference testing has shown that the new Pepsi Zero Sugar outpaces the old formula across the board, including key metrics like overall liking and purchase intent,” PepsiCo said in a statement. 

COMPETITION.  Coca-Cola Zero Sugar last reformulated with a new sweetener system in mid-2021 with a full-scale marketing campaign that posed the question: “The Best Coke Ever?” The sensational question was intended to inspire “debate” among Coke drinkers, Coke marketers said at the time. Pepsi Zero Sugar brand managers are looking to make up ground against Coca-Cola Zero Sugar. Pepsi Zero Sugar holds less than a 1.0 dollar share at retail, while Coke Zero Sugar holds about a 4.0 dollar share. Coke Zero Sugar posted a +30% dollar growth rate during the first nine months of 2022, while Pepsi Zero Sugar grew +17%.