When we pull the tab on a can of cola and hear the fizzing sound, that feeling of refreshment can be described as 'hitting the soul.' This beverage, with its unique taste and texture, has almost become a global 'common denominator' of flavor. Pepsi, which has been rooted in China for 42 years, continues to stay in our sight with relentless innovation. Recently, Pepsi launched its first 'Pepsi Zero Sugar Raw Cola' in the Chinese market, marking the first introduction of the 'raw' concept in China's carbonated beverage market. It is reported that this product offers a stronger bubble experience, continuing the sugar-free, zero-calorie formula, delivering a more stimulating and refreshing 'sharp taste.' Pepsi Zero Sugar Raw Cola Image source: Pepsi What is 'raw cola'? Why is Pepsi launching such a sugar-free product now? Pepsi brand representatives have provided answers one by one.

A New Cola Experience: 'Raw Cola' Redefines Traditional Carbonated Beverages The birth and development of carbonated beverages is a microcosm of food industrialization. In 1767, British chemist Joseph Priestley discovered that injecting carbon dioxide into water could produce carbonated water, thus becoming the pioneer of carbonated beverages. Since then, the production equipment, raw material formulas, and consumption scenarios of carbonated beverages have continuously evolved, making it possible for carbonated beverages to become mass-market products. Among them, cola, with its unique formula, has carved out its own niche in carbonated beverages. Judging from the growth of the carbonated beverage category and the frequency of new product launches in recent years, there is still much room for innovation in carbonated beverages, especially as the concept of healthy living has become deeply rooted in people's minds, and sugar-free has become a major industry trend in beverage development. However, while brands are racing to keep up, it also lays the groundwork for homogenization. How can they avoid falling into a rut in innovation? Although cola is the best-selling beverage globally today, brands have not slowed down their innovation pace. Facing increasingly personalized and segmented market demands, Pepsi has responded to changes in mainstream consumer demand by comprehensively upgrading its sugar-free product line. As the summer sales peak approaches, Pepsi has taken the lead in launching the first 'Pepsi Zero Sugar Raw Cola' in the Chinese market. Pepsi Zero Sugar Raw Cola Image source: Pepsi What is 'raw' cola? Is there such a thing as 'cooked' cola? In fact, in the industry, the word 'raw' is being used more and more widely, such as raw beer, raw toast, raw chocolate, etc. 'Raw' does not mean uncooked; in Japanese, it means 'fresh,' symbolizing the freshness of the product. For example, raw beer refers to unpasteurized beer, representing freshness and crispness; raw toast represents softness and moisture; raw chocolate represents smoothness and delicacy. And 'raw cola' refers to amplifying the refreshment of cola, representing a more refreshing taste. At the same time, when the new product hits the market, 'raw' as a relatively new concept in the cola category naturally carries topicality and has sufficient appeal in communication. Unlike traditional carbonated beverages, Pepsi Zero Sugar Raw Cola continues the sugar-free, zero-calorie formula, and its strong bubbles better amplify the refreshing sensation of cola, which is the unique 'sharp taste' that raw cola brings—more stimulating and refreshing. Pepsi Zero Sugar Raw Cola with 'sharp taste' Image source: Pepsi Carbon dioxide is the core of carbonated beverages. After consuming carbonated beverages, due to increased temperature and decreased pressure, carbonic acid decomposes into carbon dioxide and water, producing an endothermic reaction. As carbon dioxide is expelled from the body, it takes away some heat, bringing a cooling sensation. A cola with a stronger taste can further stimulate consumers' sensory experience. In addition to the upgraded taste, the new product's appearance design uses real cola liquid visual elements to wrap the product, with a highly recognizable high-value appearance, bringing a dual resonance of visual and taste refreshment, making the refreshing experience visible. With the full launch of Pepsi Zero Sugar Raw Cola, the concept and taste of cola have been groundbreakingly upgraded, refreshing the traditional carbonated beverage experience, expanding the imagination space of taste buds, meeting the diverse needs of consumers in the new era, and providing innovative ideas for exploring more possibilities of sugar-free cola. Furthermore, as an advanced exploration by Pepsi in the Chinese market, Pepsi Zero Sugar Raw Cola not only injects new vitality into the brand but also further broadens the industry's innovation track.

Strategic Focus: A New Member of the Pepsi Sugar-Free Family The launch of raw cola further strengthens the Pepsi sugar-free family. In recent years, with the transformation and upgrading of national life concepts, the industry penetration rate of sugar-free beverages has significantly increased. According to China Industry Information data, the compound annual growth rate of China's sugar-free beverage market from 2014 to 2019 exceeded 40%. At the same time, the development of sugar-free beverages is driving the fission of more segmented market demands. People have gone from satisfying basic novelty-seeking needs, to pursuing diverse tastes and textures, to providing emotional value—beverages can even represent a person's value philosophy. Consumers seek a balance between health and happiness, which has greatly boosted 'sugar-free' becoming an industry development trend, and sugar-free beverages have even become one of the important labels representing 'health' and 'lohas.' In fact, in the sugar-free track, Pepsi can be considered a pioneer. In recent years, under the global dietary trend of 'low oil, low sugar, low fat,' Pepsi, which has long been actively laying out the global sugar-free market, can be said to be fully prepared. In 2017, Pepsi Cola Zero Sugar completed its brand reshaping and launched the Pepsi Cola Zero Sugar series. Subsequently, in 2019 and 2020, it launched Pepsi Cola Zero Sugar Raspberry Flavor and Pepsi Cola Zero Sugar Lime Flavor. With the feature of three flavors running in parallel, it grasps the market's taste direction and provides consumers with a richer layered carbonated beverage product. Pepsi Cola Zero Sugar series Image source: Pepsi To penetrate into a wider range of people and scenarios, Pepsi Zero Sugar Raw Cola uses the new 'raw' concept and sharp taste as a breakthrough to communicate with consumers, broadening the sugar-free cola audience to mature consumers who pursue a more refreshing carbonated experience, while also covering Gen Z who are eager to try new things. This allows the vitality of brand rejuvenation to be perceived not only by young people but also, as a rejuvenation of a life concept and lifestyle, to face more groups. In scenarios such as trying new things on the go, relaxing at home, unwinding at work, and gathering with friends—whether self-indulgence or small gatherings—Pepsi Zero Sugar Raw Cola can also become a new carbonated choice for consumers to fully release their emotions. As an important implementation of the 'product strategy,' the official launch of Pepsi Zero Sugar Raw Cola not only continues the classic but also represents a new upgrade in sugar-free taste.

Conclusion Since PepsiCo established its first bottling plant in Shenzhen in 1981, Pepsi, with its strategic philosophy of 'Rooted in China, Serving China, Working with China,' has always maintained a keen sense of changes in Chinese consumers' needs. And Pepsi Zero Sugar Raw Cola is an advanced exploration by Pepsi in the Chinese market, backed by Pepsi's strong R&D capabilities in China. In 2012, PepsiCo established the PepsiCo Asia Research and Development Center in China, which is the largest and most integrated R&D center outside North America. It is used for innovating and developing new products, new packaging, and new equipment for PepsiCo's business in Asia, and for more agilely understanding and meeting local consumer needs. The R&D center is located in China, and its R&D team supports PepsiCo in accelerating innovation in China and other growing Asian markets. From the 2022 performance report, it can also be seen that China is one of the few markets among all global emerging markets where PepsiCo achieved double-digit organic growth for the full year. Currently, Pepsi Zero Sugar Raw Cola is officially on sale through all online and offline channels. Looking back at 2022, the beverage market was fiercely competitive. In the opening of 2023, will Pepsi's 'raw cola' as a major new product become a favorite among consumers? We will wait and see. Click 'Read Original' to experience the new carbonated sensation and taste it now.