Pepsi’s health focus remains as axe falls on Raw brand

Pepsi Raw was never considered a significant or strategic product in Pepsi UK’s wider health strategy, according to a source close to the brand.

raw
Raw: Withdrawn from UK

The brand, which was marketed as a “natural born cola”, has been withdrawn from the UK market following poor sales in the two years since its launch.

At the launch, however, then marketing director Bruno Gruwez hailed the drink as “the most significant innovation from Pepsi UK in the last 15 years”. Marketed as a natural product, with a premium price tag, the cola aimed to take advantage of the rising demand for natural products, which many consumers viewed as healthier.

But Pepsi Raw struggled in the off-trade, with Nielsen showing sales of £704,000 for the year ending 26 June.

And no money was spent on advertising in the 12 months to 30 June, according to Nielsen.

The source told Marketing Week “As a niche, premium priced offer, Pepsi Raw was never considered a particularly significant or strategic product for PepsiCo UK in the context of the development of its ten-year vision to focus future profit and growth on healthier products.”

For PepsiCo, this means consumers switching to no-sugar drinks like Pepsi Max.

Retail experts suggest the brand confused consumers with mixed messaging over its natural and health credentials.

A spokesman for PepsiCo UK says the withdrawal of Pepsi Raw will not affect the “significant pledges” that have been made in its Health Report.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here