PepsiCo is stepping into the summer season with a burst of flavour as it introduces its latest limited-time offerings: peach and lime sodas. Geared towards summer grilling enthusiasts, these new flavours aim to complement the bold and savoury tastes of outdoor barbecues.
According to Pepsi, the combination of the “tangy citrus bite of lime and the plush sweetness of a ripe peach” embodies the nostalgic and popular flavour profiles of summertime. The beverage giant emphasizes that these new drinks provide a “sweet and refreshing flavour” that pairs perfectly with the dynamic and smoky flavours often associated with grilled foods.
Amid declining soda consumption trends, Pepsi has been exploring unique and limited-time offerings to captivate consumers and reignite interest in the category. Pairing its cola with specific foods and occasions has been a key strategy for the company. For this latest launch, Pepsi has teamed up with celebrity chef Bobby Flay to promote the new flavours as part of its #BetterWithPepsi campaign. Additionally, Pepsi is offering access to exclusive recipes from Flay and a chance to win a BBQ experience.
Targeting grilling as a social activity aligns well with Pepsi’s strategy, especially as the summer season approaches. The company cites a study by the Harris Poll revealing that 80% of Americans prefer outdoor BBQs to dining out, with grilling being a popular hobby for more than half of all consumers. By introducing flavours tailored to this occasion, Pepsi aims to ensure its presence at summer gatherings.
Pepsi’s history of limited-time offerings includes previous releases such as the Pepsi S’mores Collection, Pepsi Cracker Jack, and Pepsi Apple Pie. These temporary flavours not only generate excitement, particularly among younger consumers, but also drive interest in the core brand.
Commenting on the collaboration with Bobby Flay, Jenny Danzi, senior director at Pepsi, stated, “Bobby Flay is synonymous with grilling, and we all know any grilling occasion is enhanced by an ice-cold Pepsi, so it only felt right that we bring it all together as we gear up for summer.”
While Pepsi focuses on limited-time flavours, its rival Coca-Cola has pursued a similar strategy through its Creations platform, offering unique flavours and engaging experiences. This approach reflects a broader effort by beverage companies to evolve and adapt to changing consumer preferences while maintaining brand relevance.