PepsiCo crafting Stubborn Soda amid industry struggles
- PepsiCo, Inc. is launching Stubborn Soda, a new line of fountain craft sodas made with real sugar rather than high fructose corn syrup like other major soda brands. According to Beverage Digest, flavors will include black cherry with tarragon, orange hibiscus, pineapple cream, and agave vanilla cream.
- Stubborn Soda is coming not long after PepsiCo's other forays into craft soda: Caleb's Kola made with "sustainable Fair Trade cane sugar [and] kola nuts from Africa," released in 2014, and Mountain Dew DEWshine "made with real sugar," released earlier this year. Both products are sold in glass bottles.
- While Stubborn Soda is still in an "incubation" phase, PepsiCo currently does not report any restaurant clients for its new craft soda line yet.
These days, it's the age of craft, and with industries like craft beer stealing market share from major beer producers, it's clear that craft products can hold their own and compete in the food and beverage industries. PepsiCo's recent crafty ideas might be what the soda industry needs after a decade of declining sales.
PepsiCo's signature brand recently overtook Diet Coke for the No. 2 spot on the top U.S. soda brands. PepsiCo has also focused on ready-to-drink tea in recent years as a supplement for lagging soda sales, and PepsiCo currently leads Coca-Cola in this segment.