Diet Pepsi invests in a fresh formulation

As part of the £22m investment in Pepsi for 2005, Britvic Soft Drinks is launching Diet Pepsi with a new formulation designed to enhance appeal to health conscious consumers. The new formulation will be supported by PR and sampling to more than one million target consumers.

The new formulation will be highlighted to consumers on pack with ‘New Best Ever Taste’ as well as a ‘Refreshing, Light Sugar Free’ descriptor.

“Pepsi has massive plans for 2005 for its no sugar range and Diet Pepsi is a key element,” said Richard Collins, Britvic’s director of brand marketing.

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