PepsiCo’s STARRY looks to hit differently with a new lemon lime soda

While the iconic Pepsi has shown people that food tastes better with that popular cola, the newest beverage addition wants to “hit differently.” Seeking to capitalize on an underdeveloped soda segment, STARRY, the new lemon lime soda pours refreshment, with a little extra fizz to bubble up the excitement.

When a new beverage looks to make an impact, there are several factors that need to be considered. From filling an unaddressed gap on the shelf to capturing a vibe that appeals to a customer base, there are several factors that encourage consumers to grab that can. New can bring excitement, but longevity comes with hitting all the components.

Although some people are deeply rooted to a favorite flavor, others might have chosen that option because an alternative was lacking. Even as food trends influence product innovation, certain classic options have their place in the conversation. For example, American cheese will always be an option for a cheeseburger even if there is a fiery pepper jack that brings more flavor. Familiar does not always mean boring, but complacency because there is no alternative may not satisfy.

With PepsiCo STARRY, the lemon lime beverage is more than just another fizzy competitor on an oversaturated shelf. As seen in the news release, this beverage brand is as much about a vibe as it is about the liquid in the bottle. The company wants people to see themselves in a moment where this new beverage toasts to the good life.

As Greg Lyons, Chief Marketing Officer at PepsiCo Beverages North America said, “At PepsiCo, we are hyper-focused on consumer centric innovation, and we know there’s a strong demand for lemon lime flavored soda with the category continuing to accelerate. With one product dominating the category, consumers deserve another option…one that hits different. STARRY is bright, optimistic, and rooted in culture and fun.”

That description puts the focus on the beverage enjoyment as much as the flavor itself. Opening a bottle comes with an expectation that good times await. Whether it is at home, some great adventure, or something else, there is positivity bubbling up from every turn.

Although the perception of a brand matters, the flavor has to deliver in order for people to go back for another sip. According to Danielle Barbaro, Vice President R&D at PepsiCo Beverages North America, “With STARRY, we were able to create a game-changing recipe with the perfect balance of lemon lime flavor and sweetness compared to the competition.”

While PepsiCo does not call out its rivals, many people could probably guess at the reference. For those drinkers who have been thirsty for another option, they will want that first taste. As long as the flavor balance hits just right, they will return for another big gulp.

STARRY from PepsiCo is now available at retailers and in foodservice outlets. Check with locations and @starrylemonlime for more information.