Pepsi Max is adding a caffeine-free SKU to its no-sugar cola line-up.
The NPD, which launches on 17 March, is claiming a first for the no-sugar cola segment, outside of diet products.
It will roll out in both can (rsp: £5.29/8x330ml) and bottle (rsp: £2.59/2l) formats.
Britvic at-home commercial director Ben Parker said Pepsi Max had “reinvigorated the market by challenging no-sugar conventions” when it launched in 1988, and the brand was “doing away with the status quo again” with the caffeine-free launch.
He added the caffeine-free segment had “massive growth potential”, but until now options had been limited to diet products only.