PepsiCo is planning to launch a no-sugar diet cola. The demand for these Diet Pepsi constitutes less than 10 per cent of the Rs nine thousand crore aerated drinks market.
Sources said the new drink could be similar to the international brand Pepsi Max, which is sold in more than 40 countries and marketed as an alternative to regular Pepsi andDiet Pepsi. A lime version of Pepsi Max was launched in the US in February.
This could also be brought to India depending on the success of the domestic version of Pepsi Max.Pepsi Max’s global rival Coke Zero — a sugar-free drink from Coca-Cola — is imported in India.
The new drink from Pepsi can stoke the demand for low-calorie aerated drinks. The market for low-calorie drinks is expected to nearly double in the next five years.
The drinking product portfolio of Pepsi includes Mirinda, Mountain Dew, 7UP, Tropicana and Slice. Pepsi is promoted as a youth brand in the country.
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