Popular soda brand Pepsi has pulled off a surprise comeback

Blame it on Sprite.

The classic Coca-Cola brand has largely owned the lemon-lime soda market in a way that has squeezed out all competitors.

You can’t blame PepsiCo (PEP) for her lack of trying to compete. The number two soda brand currently offers Starry, a sort of reimagining of Sprite with a modern twist.

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“Demand for lemon and lime flavored soda has never been higher, with growth in the category accelerating since 2019, there is now a significant opportunity to give people choice in an area that has been dominated by a single brand for years. “Starry Hits Different” brings a new lemon-lime flavor to the mix for a consumer who is both optimistic about the future and brings a sense of irreverence to the everyday,” the company said when it was launched last year the soda.

It’s a marketing campaign that looks like it was created by middle-aged executives trying to appeal to the young. However, Starry is actually PepsiCo’s third attempt to take down Sprite. The soda brand replaced Sierra Mist, which itself replaced Slice, a line of fruit-flavored sodas that featured lemon-lime as its flagship.

Slice was first dropped around 2010 and made a brief comeback as a low-calorie sparkling water brand in 2018. Then it disappeared again, but now, under new ownership, it’s poised to make a major comeback .

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Pepsi tried a variety of Sprite alternatives.

Image source: Street

Slice has a new owner and a new purpose

In 2023, Sprite was the fourth best-selling soda after Coca-Cola, followed by Pepsi and Dr. Pepper, who share second and third place.

“Meanwhile, Sprite is nipping at the heels of both Dr. Pepper and Pepsi. In data shared with Beverage Digest’s Nexstar, Sprite had an 8.1 percent market share at the end of 2023, with Diet Coke not far behind at 7.8 percent. Dew (6.3%), Coke Zero (3.8%), Diet Pepsi (3.5%), Fanta (2.9%) and Canada Dry Ginger Ale (2.2%) rounded out the top 10 brands after market share at the end of 2023. according to Beverage Digest,” Fox 44 News reported.

People want a lemon-lemon soda, but they overwhelmingly want it to be Sprite. It’s easy to see why Pepsi keeps trying to take a piece of that market, but disrupting the market leader has proven nearly impossible.

Now, a new owner has acquired the Slice brand and plans to bring it back to store shelves. When he returns, however, he won’t be pulling to knock down Coke (KO) big gun

Instead, it will try to find a place in a growing soda niche.

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Soda brand Wellness buys Slice

Suja Life, which describes itself as the “leading functional wellness platform” has acquired the Slice brand. The company owns Suja Organic, a health drink brand, and Vive Organic, a line of wellness shots.

The company calls its range a ‘better for you’ drinks brand. It added Slice to its lineup and plans to bring it back in a healthier way.

“The agreement represents Suja Life’s continued dedication to providing beverages that offer additional health benefits with low sugar content and clean ingredients. Under the innovative guidance of Suja Life, Slice will be re-introduced in 2025 with a fresh look and renewed formula with reduced clean ingredients.” the new owner shared.

More Soda:

• Coca-Cola is killing off several fan-favorite soda flavors

• Pepsi has discontinued 3 popular soda flavors that Coca-Cola can’t match

• The fan-favorite Coca-Cola soda will no longer be made

While the new owner plans to make Slice a healthier product, it wants to at least be evocative of the taste people remember.

“While the improved ingredients will bring a new healthy soda option to the Suja Life portfolio, the flavors and taste profile will resemble the classic and nostalgic soft drinks that people know and love. The relaunch of Slice will not only be an all-natural, low-calorie soda solution, but one that offers gut health benefits with superior nutrition, function and taste,” the company added.

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