Caterer and Hotelkeeper – 29399

Next big drink

SOME 2,500 cans of Pepsi Max were sampled at World of Hospitality by visitors to the Britvic Soft Drinks (BSD) stand.

Pepsi Max, launched nationally at the end of last year, is a sugar-free Pepsi aimed at young males who do not consider it "macho" to ask for a diet drink.

Following the exhibition, BSD launched Liptonice, a lightly sparkling iced tea with lemon juice, available in standard and light versions.

The launch, a three-way partnership between Britvic, Pepsi and Brooke Bond Foods, follows successful testing in the Border region last summer.

According to BSD, iced tea is the fastest growing soft drinks category worldwide, outpacing colas and showing volume growth figures of more than 200% in the last four years.

It is anticipated that Liptonice will be worth some £20m in its first year, of which catering outlets are expected to take a 10% share.

BSD sales and marketing director Michael Utteridge said the product would carry a premium price in retail outlets. This would be advantageous for caterers as they could also charge a premium without the differential seeming as great as other products.

BSD attributes its optimism to experience in the USA, where iced tea makes up 3.5% of the soft drinks market and average annual consumption is 10 litres per head.