New Pepsi debuts only on Amazon
PEPSICO is, for the first time, introducing a product exclusively through Amazon, as the snack- and soft-drink maker aims to expand its footprint in e-commerce.
The product, a naturally sweetened soft drink called Pepsi True, will be available on Amazon in the middle of this month in 24-packs of 221.8ml cans, the company said.
Pepsi True is a "mid-calorie" offering sweetened by sugar and stevia, a plant-based sweetener. It is aimed at people who want a naturally sweetened cola with fewer calories.
A 221.8ml can of True contains 60 calories. That compares with 100 calories for a can of regular Pepsi of the same size.
The new drink will not be in brick-and-mortar outlets, though Pepsi said it plans to sell True in grocery stores eventually.
By introducing True through Amazon, Pepsi says it can better assess demand and gain insight into where people are buying it ahead of a wider launch.
Industry insiders said the move illustrates how the food-and-beverage industry is expanding into non-traditional distribution channels like e-commerce as it searches for growth.
Kraft Foods Group recently started selling Jell-O moulds of university mascots and logos through Amazon and grocery stores. Other companies are using Amazon to test the waters when re-introducing a product.
Coca-Cola said recently it would bring back Surge, a soft drink it discontinued 12 years ago, through Amazon.
Simon Lowden, chief marketing officer at Pepsi Beverages North America, said "online selling is a relatively new endeavour" for the company, but he added: "You should expect online commerce to be a much bigger part of our proposition going forward."