I remember when Pepsi Raw was first introduced to the UK market back in 2008. It was marketed as a “natural” version of Pepsi, made with natural ingredients and no artificial sweeteners. The concept of a healthier, more “raw” version of a popular soda like Pepsi was intriguing to many consumers, including myself as a sommelier and brewer who is always interested in exploring new flavors and beverage trends.
However, it seems that Pepsi Raw didn't quite live up to expectations. In September 2010, it was announced that Pepsi Raw would be withdrawn from the UK market. The decision to discontinue the product was likely driven by a combination of factors, including low sales and perhaps a lack of consumer interest in the “raw” concept.
It's worth noting that Pepsi Raw wasn't the only beverage of its kind to struggle in the market. Around the same time, Coca-Cola also discontinued its own natural cola called Coca-Cola BlāK. These products may have been ahead of their time, as consumers were not yet fully embracing the idea of “natural” or “raw” versions of their favorite sodas.
Fast forward to 2021, and we see Suntory, the Japanese distributor of Pepsi, releasing its own version of Pepsi Raw called Pepsi Nama. It's interesting to see the concept being revived, albeit in a different market. Perhaps Suntory saw potential in the idea and believed that the timing was right to reintroduce a “raw” Pepsi product. I haven't had the opportunity to try Pepsi Nama myself, but I'm curious to see how it compares to the original Pepsi Raw.
In 2023, PepsiCo China took a slightly different approach and released Pepsi Raw Zero Sugar. This version of Pepsi Raw caters to the growing trend of consumers seeking low or zero sugar options. It seems that PepsiCo China recognized the demand for a healthier alternative to traditional sodas and decided to combine the “raw” concept with a zero sugar formula.
The journey of Pepsi Raw has been an interesting one. From its initial launch in the UK to its discontinuation, and now its revival in different forms in other markets, it's clear that PepsiCo and its distributors are continuously exploring new ideas and flavors to cater to evolving consumer preferences.
The fate of Pepsi Raw serves as a reminder of the challenges and risks that come with introducing innovative products to the market. Not every concept will resonate with consumers, and sometimes timing plays a crucial role in the success or failure of a product. However, the beverage industry is constantly evolving, and who knows what the future holds for the concept of a “raw” soda like Pepsi Raw.