Less sugar, more recycled PET : Pepsico implements a powerful plan to establish its status as the most responsible player in the market.
Pepsi, Seven Up, Miranda : the responsible transition has been underway for three years on the historic ranges of these three brands with ever less sweet recipes and an R-PET rate increased from 0% in 2019 to 25% in 2020. In 2021, Pepsico hits even harder. First by becoming, from afar, the least sweet wallet in the category. Seven Up, which was already the least sweet recipe (7 g for a market average of 7,9 g) returns with an even less sweet recipe : 5 g per 100 ml, i.e. less 29% sugar ! Same in recycling : Pepsico is doubling the R-PET rate across its entire portfolio this year: it goes from 25% to 50% (for an average of 33% among competitors). Goal : 100% de R-PET en 2022.
Seven Up Free au naturel
The change results in new bottles for the entire portfolio, more modern and more recognizable on the shelves. Seven Up Free packaging becomes more natural with a new light green color. For consumer education, a recyclability message is directly written on a new bottle cap. A unique media plan, in digital and in rayon, will relay the message of naturalness and develop the notoriety of 7UP Free.
Sunny Lipton, Pure Leaf reworked
In 2020, the Lipton brand has also taken on a new, more modern and more responsible dimension. In 2021, Lipton continues work on three main meaningful pillars : 1) More circularity with 100% recycled PET and Rain Forest Alliance ; 2) Less sugar with the Lipton Green Range at 2,5 g of sugar ; 3) More local with 100% production made in France. Lipton takes on a new “sunny” identity. The new communication strategy spreads the message : « Lipton, sunshine to share » .
With from July to October, a limited edition “smiles to share”. In terms of new products, Lipton launches new Peach Touch of Honey flavor, naturally sweetened by honey and without sweetener with a sugar level of 3,3 g. Riding on the success of the Green range, Lipton Green Ice tea launches the first reference of green tea with zero sugars on the market. On their side, Pure Leaf teas, popular with tea lovers, have been carefully reworked to please as many people as possible, with the search for the perfect balance between tea and fruit. Pepsico also claims that 100% of Lipton and Pure Leaf teas are produced in France.
