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Pepsi Pulls Troubled All-Natural Pepsi Raw From U.K. Market

September 6, 2010: 10:34 PM EST
PepsiCo is removing the struggling all-natural Pepsi Raw brand, the first new cola it has launched since 1993, from the U.K. market. Made from naturally sourced ingredients, Pepsi Raw never really caught on in grocery stores after its debut in 2008. The latest sales numbers from Nielsen peg sales at a little over $1 million (£704,000) for the 12 months ending June 26. Industry watchers wonder whether Pepsi will tinker with its much-publicized plan to make its foods and beverages healthier. Perhaps also under reconsideration is the promise to spend heavy ad dollars on natural and low- or no-sugar products like Pepsi Raw and Pepsi Max. Pepsi used a low-key approach to the launch of Pepsi Raw, relying on “building buzz” with social media and word-of-mouth marketing.
David Burrows, "Pepsi Raw removed from UK market", MarketingWeek, September 06, 2010, © Marketingweek.co.uk
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