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Pepsi Raw

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A bottle of Pepsi Raw

Pepsi Raw was a cola soft drink created by PepsiCo and Britvic exclusively introduced in the United Kingdom in 2008 as a "Sparkling Cola Drink with Natural Plant Extracts". Pepsi Raw contained naturally sourced ingredients that are free from artificial flavouring, colourings, preservatives and sweeteners. Advertising for Pepsi Raw presented the product as a natural alternative to other colas. Pepsi Raw is also being marketed in Norway and Australia.

In the United States and Mexico a similar product[1] is being marketed under the name Pepsi Natural.

In September 2010, it was announced that Pepsi Raw was to be withdrawn from the UK market.[2]

Ingredients

Nutritional information

Nutritional information per 300ml bottle:

  • Energy (Kcal): 117
  • Protein (g): 0
  • Carbohydrates (g): 29.7
  • Of which Sugars (g): 28.8
  • Fat (g): 0
  • Saturates (g): 0
  • Fibre (g): 0
  • Sodium (g): Trace

Nutritional Information per 100ml:

  • Energy (Kcal): 39
  • Protein (g): 0
  • Carbohydrates (g): 9.9
  • Of which Sugars (g): 9.6
  • Fat (g): 0
  • Saturates (g): 0
  • Fibre (g): 0
  • Sodium (g): Trace

Availability and packaging

Pepsi Raw was sold in the United Kingdom across the following outlets: ASDA, Sainsbury's, Somerfield, Morrison's, Tesco, London bars, All Bar One, Selfridges, Harvey Nichols, Waitrose, Boots, WHSmith Travel, Superdrug, B&M, Home Bargains, Adam Smith College Stenton Campus and Edinburgh Castle.

It was sold individually in 300ml glass bottles, 150 ml cans and 250ml cans. It was also available in four-bottle and four-can multipacks.

Pepsi Natural was sold in the United States at these outlets: Target (Minnesota, California and Pennsylvania), Costco, Ralphs, Albertsons and Woodmans.

Pepsi Natural was marketed in parts of the US in an 8 fl oz (237 ml) and a 12 fl oz (355 ml) glass bottle.

Currently, Pepsi Natural is not sold in the US. This was due to it not selling as well as Pepsi had hoped and so it was discontinued. Currently, there are no plans to reintroduce the product.

In July 2010 Pepsi Raw was introduced in Norway. It is sold individually in 1.5l, 0.5l and 0.3l bottles. As of May 2011 Pepsi Raw is no longer available in Norway.

As of February 2011 Pepsi Raw is now available in Australia in 250mL cans, being sold exclusively at 7-11. The product is imported from the UK.

Marketing

To help promote Pepsi Raw, an experiential marketing campaign dubbed "Natural Born Cola" was launched. Promotional workers traveled to grocery retail, shopping malls, train stations, offices and via roaming hit squads in key cities nationwide. During the 6 week campaign 1,295,500 bottles of Pepsi Raw were distributed with 82% of consumers saying they liked the taste and a further 75% claiming they would go on to buy it.[3]

References

  1. ^ ""Review: Pepsi Natural"".
  2. ^ "Pepsi Raw removed from UK market". Marketing Week.
  3. ^ "Pepsi Raw Experiential Marketing Results". iD Experiential.
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