4/30/2023 0 Comments Caffeinated bubly![]() ![]() The polka-dots and bursts of complimentary colors that are suggestive of each beverage’s fruit flavors also evoke a sense of energy that isn’t played out in the original bubly line-up’s solid jewel-toned colored cans.Īnd finally, the tabs on the tops of the cans prepare consumers for the peppy effect of the beverage’s caffeine content with playful phrases like ‘zing!’ A pixilated starburst near the top of can highlights the specific amount of caffeine – 35 mg – a point that is reiterated again in the ingredient deck. The packaging also sets the new line apart from the traditional bubly offering with clear front-of-pack call outs under the bubly brand name that indicate the beverage is a caffeinated sparkling water. While the flavors are new, Harris emphasized they still “taste just like bubly – so that you’re not tasting the caffeine separately.” Playful packaging distinguishes bubly bounce We call them combo flavors … and that is intentional and strategic,” Harris said, explaining, “they help connote the bold lineup that we have for bubly bounce and we see some consumers are looking for these combination flavors and variety.” “In terms of the flavor profiles, these are a little bit more complex than our traditional bubly lineup. In addition to the caffeine, the new line stands apart from PepsiCo’s original line-up of bubly beverages by offering more nuanced and layered flavor profiles, including mango passion fruit, triple berry, blood orange grapefruit, citrus cherry and blueberry pomegranate. “It’s just a little hint of caffeine to give you that pick me up” to get through the afternoon, but it is also hydration, flavor and fun, Harris said, adding “it’s an extremely clean label – honestly, just carbonated water, natural flavor and caffeine.” With bubly bounce, PepsiCo is springing to fill this gap by adding 35 mg of caffeine to boldly flavored sparkling water without the calories and sweeteners found in carbonated soft drinks or decadent coffee-based beverages. Indeed, Harris noted, 45% of consumers are looking for the functional benefits of caffeine in beverages, but many people don’t want the calories, sweeteners and other ingredients often paired with caffeine. They are looking for more permissible forms of caffeine as they look for healthier lifestyle,” Zach Harris, vice president, water portfolio at PepsiCo Beverages North America, told FoodNavigator-USA. And caffeine is actually a top functional driver of what consumers are looking for. We know they are looking for more, and we know that outside of flavor and taste, which are the most important drivers, function is next. “Consumers are increasingly looking to their water beyond hydration. Emulsifiers, stabilizers, hydrocolloids.Chocolate and confectionery ingredients.Carbohydrates and fibers (sugar, starches).Plant-based, alt proteins, precision fermentation. ![]()
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