Evervess-Cola

2023: Start of sales in Russia under a new brand

At the end of January 2023, it became known about PepsiCo's decision to sell soda in Russia under a new brand - Evervess-Cola. The first batches of the drink will appear in stores in March 2023.

According to the Telegram channel Mash, Evervess-Cola will be produced according to the original Pepsi recipe, only the name will change. Drinks under the Evervess and Frustyle PepsiCo brands were launched in the summer of 2022, they replaced the company's brands that had left the Russian market.

By January 2023, PepsiCo continues to sell products in Russia under the brands "Agusha," "House in the Village," juices "Favorite" and J7, drinks Lipton, "Russian Gift," etc. The production of carbonated drinks Pepsi, 7Up, Mirinda and Mountain Dew in Russia has been discontinued.

Pepsi resumes sales of soda in Russia under a new brand

Maxim Novikov, President of the Union of Juice, Water and Beverage Producers (Soyuznapitki), in a conversation with Kommersant, noted that crisis periods are generally characterized by an increase in the consumption of sweet products, snacks and other products, so probably some consumers of carbonated drinks switched from sugar-free products to a sweet version.

The general director of Volkovskaya Brewery (also produces lemonades under the Volchok brand) Alexei Axel agrees that the number of fans of carbonated drinks without sugar in the Russian Federation remains limited due to taste preferences. The growth in sales of fruit beer is also noted due to interest in drinks with sweeter tastes, he adds.

Rusbrand Executive Director Alexei Popovichev notes that products positioned for healthy eating are still popular in Russia, and regular consumers also have carbonated drinks without sugar, so when the offer is restored, segment sales may grow again.^[1]

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