Since the beginning of time, the conventional Coca-Cola brand has controlled the lemon-lime soda industry to the point that all competitors have been removed.
PepsiCo (PEP) is not to blame for its lack of competitive efforts. Sprite is being recreated with a contemporary twist as Starry, which is currently available from the second most popular soda brand.
With category growth accelerating since 2019, there is now a significant opportunity to provide customers with options in an area that has long been dominated by a single brand. The demand for lemon-lime flavored soda has never been bigger than it is now.
“Starry, with its tag line, ‘Starry Hits Different,’ introduces a new lemon-lime flavor to the mix for a consumer who is simultaneously optimistic about the future and brings a sense of irreverence to their everyday,” the corporation declared when the soda was originally debuted last year.
It is a marketing effort that appears to have been created by middle-aged executives seeking to interact with younger people. The Starry brand, on the other hand, is PepsiCo’s third attempt to compete with Sprite. Slice used to refer to a line of fruit-flavored sodas with lemon-lime as the principal ingredient. This soda brand succeeded Sierra Mist, which was originally known as Slice.
Slice was initially discontinued in 2010, but it returned briefly in 2018 as a low-calorie sparkling water brand. It vanished once more, but now that it is in the hands of a new owner, it is poised to make a huge return.
It was the fourth best-selling soda in 2023, trailing only Coca-Cola, which was followed by Pepsi and Dr. Pepper in second and third place, respectively. Sprite was the fourth highest-selling beverage.
Sprite is gaining ground on both Pepsi and Dr. Pepper. According to the data supplied to Nexstar by Beverage Digest, Sprite had an 8.1% market share by the end of 2023, with Diet Coke coming in second at 7.8%. According to Beverage Digest, the remaining top ten brands by market share by the end of 2023 were Mountain Dew (6.3%), Coke Zero (3.8%), Diet Pepsi (3.5%), Fanta (2.9%), and Canada Dry Ginger Ale (2.2%). The information was given by Fox 44 News.
There is a yearning for lemon-lime soda, although the majority choose Sprite. Pepsi continues to make efforts to gain a share of that market, which is understandable; yet, challenging the market leader has proven incredibly tough.
A new owner has just bought the Slice brand and plans to reintroduce it to retail stores. When it does return, it will not be seeking to take down Coca-Cola (KO), which has a tremendous arsenal.
On the contrary, it will aim to carve itself a place in the burgeoning soda market.
Slice is a brand bought by Suja Life, which bills itself as “the leading functional wellness platform.” Suja Organic is a brand of healthy drinks, while Vive Organic is a range of wellness shots. The firm owns both of these brands.
The organization has given the firm’s beverage brand range the moniker “Better-for-you”. Slice has been added to the company’s portfolio, and there are hopes to revive it in a more healthy form.
According to Suja Life, this transaction demonstrates the company’s constant dedication to offering beverages with extra health benefits while including low amounts of sugar and clean ingredients. “Slice will be reintroduced in 2025 under the innovative guidance of Suja Life, with a new look and a revamped formula featuring pared-down clean ingredients,” said the company’s new owner. “Slice will undergo a complete transformation.”
Despite the fact that the new owner wishes to make Slice a healthier product, the firm is determined to maintain the flavor that customers know from the past.
“While the enhanced ingredients will add a new healthy soda option to Suja Life’s portfolio, the flavors and taste profile will be identical to conventional, nostalgic sodas that customers know and love. According to the company, the relaunch of Slice will be not just an all-natural Coke with less calories, but also a drink that promotes intestinal health via improved nutrition, function, and flavor possibilities.