Cola looks to beer with “5.0GV” launch
The latest innovation insight from Gama Compass™
MANCHESTER – 17th November 2016: This month’s Innovation Insight brings evolutions in the world of soft drinks into sharp relief, with a look at a new launch adding an extra dimension to the cola category via ‘ultra’ carbonation technology – Pepsi Strong 5.0GV Cola.
Recently launched in Japan, Pepsi Strong 5.0GV Cola is an extension to Suntory’s Pepsi Strong line of carbonated soft drinks that aimed to respond to a need for “ ‘strong impact’ that provides refreshment and relieves stress during a busy day of work”. Starting with the same basic principle of Pepsi Strong but taking it one stage further, Pepsi Strong 5.0GV Cola maintains the same elevated caffeine levels as the original product while stepping the ‘fizziness’ up a notch, offering “the highest level of carbonation ever”.
As the alcoholic and non-alcoholic worlds nudge ever closer, launches such as Pepsi Strong 5.0GV Cola look set to carve out a new niche for soft drinks that reflect the preferences of an ‘adult’ audience. In the case of Pepsi Strong 5.0GV, the definition of a “5.0 gas level” (carbonation) – clearly aping ‘alcohol by volume’ – is indicative of the growing impact of alcoholic drinks in the soft drinks space, especially through stronger functional effects, technology-driven sensory benefits and more 'adult', avant-garde and ‘challenging’ flavour profiles.
Image source: Suntory
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