PepsiCo set to beat Coke in race to remove sugar from 'vitamin' water

SoBe: V Water from PepsiCo
SoBe: V Water from PepsiCo

PepsiCo UK is removing sugar from its vitamin-enriched water range SoBe V Water at the end of this month, while Coca-Cola is yet to confirm whether it will reformulate its rival Glaceau Vitaminwater range.

PepsiCo and its UK bottler Britvic are to use the naturally-sourced stevia extract, which was approved by the European Union in November, to sweeten the drink instead of sugar.

The move will reduce the SoBe V Water range's sugar content from 20 grams to zero and its calorie count from 85 to 10 or less.

New packaging will communicate the brand's new low calorie, zero sugar message and PepsiCo and Britvic are planning an outdoor marketing campaign, sampling, in-store and social media activity.

However, Coca-Cola is yet to confirm where it plans to use the sweetener in its portfolio. The company said in a statement: "We are exploring the use of our stevia sweetener in our GB portfolio but have no plans to announce at this time".

Glaceau Vitaminwater, which is the "worldwide partner and best mate" of the London 2012 Games, contains 23 grams of sugar per 500ml serving.

Amanda Thompson, marketing director at PepsiCo UK, said: "SoBe V Water with purified stevia extract has been a great hit in the US and we’re excited to launch a version for the UK market and deliver a wider choice in healthier drinks for UK consumers.

"The stevia innovation drove volume by 73% when it was launched in the US and we look forward to seeing it on the shelves here in the UK."

Last month both Coca-Cola and PepsiCo made commitments to the Department of Health's responsibility deal, which aims to cut five billion calories from the nation's daily diet.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands