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Pepsico launches new hydration drink Revive

HYDERABAD, TELANGANA, 11-03-2016: Pepsico vice president-beverages Vipul Prakash during the launch of 7UP Revive in Hyderabad on Friday... Photo.KVS Giri   | Photo Credit: KVS Giri

Pepsico India launched its new beverage, a hydration drink called 7Up Revive, for “topping up the body that loses minerals during summer or during physical work-out with vital minerals such as vitamins and electrolytes” here on Friday.

The company has claimed that its soft drink was a hydro-tonic with vitamins B3, B6, B12 and electrolytes sodium and potassium and would be available in 11 priority markets in the country including Telangana, Andhra Pradesh, Karnataka, Maharashtra, Tamil Nadu, Kerala, Goa, Gujarat, Delhi, NCR and West Bengal.

The product was launched here by Vipul Prakash, vice president-beverages and Anuja Mishra, head-innovations at Pepsico India. Mr. Prakash stated that they had test marketed the product in Tamil Nadu and Kerala last year and had found the response extremely encouraging.

He claimed that there was huge potential in functional hydration beverages category in the country and 7Up Revive was first such soft drink in India. The campaign for the new product would have the tagline of “body ka topper” with sampling on a large-scale.

“Though 50 per cent of beverages in the carbonated soft drinks (CSD) category are meant for hydration, none of them are functional – hydrate functionally”, Mr. Prakash said.

Asked whether Pepsico was marketing the beverage elsewhere, Mr. Prakash said it was available in Malaysia and Vietnam, most parts of which are tropical as in India, but its flavour had been adjusted here to suit the Indian taste. It would have a lemony taste and would have 30 per cent less sugar compared to any other CSD.

It would be available in 500 ml PET (polyethylene terephthalete bottles) and 200 ml RGB (returnable glass bottles) packs with price band of Rs. 30 to 35 and Rs.12 to 14, respectively in different States.

Pepsico India was expecting that the new launch would notch up good volumes as summer season peaks and the hydration drink would become relevant to consumers in the time to come, Mr. Prakash stated. The new beverage in RGB pack would come in blue-coloured bottle and no CSD was available in that colour bottles. Blue colour represents “refreshing” that the new hydration drink would bring-in, he claimed.


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Printable version | Dec 1, 2021 1:02:34 PM | https://www.thehindu.com/business/pepsico-launches-new-hydration-drink-to-top-up-vital-minerals-in-body/article8342293.ece

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