March 3, 2021
While PepsiCo may be best known for Mountain Dew, Gatorade, Aquafina and its namesake cola, it has been aggressively moving into new categories through internal innovation and acquisitions.
PepsiCo is launching a new line of nonalcoholic cocktail mixers called Neon Zebra designed to appeal to younger consumers spending more time at home who want to avoid complicated cocktail recipes or large-format mixers. The beverages are made with real juice and no artificial sweeteners. They come in four options: Margarita Mix, Strawberry Daiquiri Mix, Mojito Mix and Whiskey Sour Mix.
The offering from PepsiCo is the latest in a series of beverage rollouts targeted toward specific consumer groups or drinking occasions. Earlier this month, PepsiCo launched a line of juice waters called Frutly aimed at teens, and last year introduced a functional beverage, Driftwell, for relaxation and decreasing stress.
Neon Zebra enables PepsiCo to tap into another consumption occasion, particularly if consumers show a willingness to stay in after the worst of the pandemic has abated, further hurting sales of its sodas and other beverages away from home. With PepsiCo working aggressively to expand its offerings, the company is trying to meet consumers whenever and wherever they are, even if its competitors are doing the same thing.