New Delhi: PepsiCo India expanded its product portfolio with the launch of Pepsi Max, a sugar-less cola brand with a stronger taste. This is the company’s third cola brand after Pepsi Cola and Diet Pepsi. Targeted at the health-conscious consumers in the 25 to 35 years age group, the cola will initially be available in New Delhi and its suburbs before being rolled out in other urban areas.
The product will be available in cans, bottles and plastic bottles. The branded beverages market in the country is estimated to be Rs10,000 crore.
“This is for the generations who are going to grow up and are look for variety of cola taste and that with healthier options,” said Punita Lal, executive director, marketing, PepsiCo India. “We are creating the cola of the future. We have seen a transition in consumers and as they grow old they drink less and less of cola. This will make his stay in the cola net longer.”