The well-known soft drink brand Pepsi is going through a difficult time in its most important market. Although it's not the first time the brand has made adjustments, this time the cutback has been especially noticeable. The brand's most loyal followers are questioning the fate of its most novel flavors.
The company has confirmed that its most innovative line, Nitro Pepsi, is about to disappear completely in the United States. On its website, both flavors, including the Variety Pack, appear with the label "Limited time left." Although some units can still be found, production has already ended, making it clear that the farewell is imminent.
The strategy to eliminate flavors
PepsiCo has never hidden that it needs a certain sales volume to keep a product. If a flavor doesn't reach the necessary numbers, the decision is made to withdraw it without further ado. In the words of the marketing team itself: "Nitro Pepsi is an innovation that redefines flavor, but we have to be realistic about demand."
Unlike Coca-Cola, which usually announces these withdrawals at large conferences, Pepsi uses a more discreet method. On its online "product locator," it reports the status of each beverage, allowing fans to locate the last remaining items. "We give customers the opportunity to say goodbye or stock up on their favorites," the company explains.
The result is that the most passionate fans go to stores to get the last cans. Although it may seem exaggerated, many don't hesitate to make massive purchases. On its website, the company indicates that only a limited stock remains, making it clear that the end is near.
The failure of the big bet
Nitro Pepsi arrived in 2022 with an ambitious campaign. "We're reinventing the cola experience with a massive innovation," said Todd Kaplan, vice president of marketing at PepsiCo at the time. The soft drink was presented as the first infused with nitrogen, with smaller bubbles and a creamy texture.
Inspired by nitro beer and coffee, the beverage included a special widget in the can to generate foam, according to The Street. Pepsi recommended serving it in a tall glass, without ice and without a straw, to enjoy the characteristic foam mustache. "It's the first time this technology has been applied in the cola category," the company boasted at its launch.
Despite that, Nitro Pepsi didn't manage to establish itself and, both the original and vanilla versions, appear in the "product locator" marked with the warning "limited time left." Although PepsiCo claimed it would redefine the market "for years," the venture has lasted barely three. Now, it quietly says goodbye in the United States, with a notice on its website and the last cans on store shelves.