Pepsico is trying to bypass its own restrictions for the Russian market established by its American headquarters.

In Russia, she has a huge business, local productions in a variety of spheres of food products, and not only in the field of sweet soda. Including Snacks, dairy products, juices and baby food.

In the segment of non-alcoholic beverages, its share is estimated at 5.2% according to the latest available data for the 2020th year, a little yielding to its competitor from Coca-Cola.

The American owners decided to stop selling in Russia sodes under the stamps of Pepsi, Mirinda, 7Up, but it turned out to be much more difficult than to assume. At a minimum, several months from the company will go to recycle raw materials in Russia, when these drinks will continue to be released.

There is no clear plan for bringing them from turnover yet, but the research department of the company conducted an internal presentation, where he considered ideas for new drinks in the Russian market.

Among the possible options are rated a small replacement of the formulation of old brands and names, which can cause a negative reaction of consumers, as well as withdrawal to the market of beverages, exclusive for Russia, with familiar tastes.

A similar course has long been used by the creators of the Fallout game series, suggesting that after the apocalypse in the world, people will continue to drink gas production under the NUKA-COLA brand.

A new possible Pepsico brand got the name New Cola. For it, containers are considered in plastic from 0.33 to 2.25 liters, aluminum bank 0.33 liters and a glass bottle of 0.25 liters. The volumes are very similar to the traditional gas composition, but the new solution is a plastic bottle of a small volume of 0.33 liters, which in current conditions will be cheaper for the production and buyers on the store shelf.

Drinks with taste of orange and lemon can be called Fruitz. For them, plastic container is provided from 0.5 to 2 liters.

The company is also going to expand the range of the local "Russian gift" brand, which is now used for kvass. In the line, they want to introduce lemonade with different tastes.

It is complicated by a significant reduction in advertising campaigns in Russia, which can lead to the loss of Pepsi market share. Moreover, Russian manufacturers have already declared a desire to copy the cola recipe as much as possible as possible, as far as possible, and release under the national brand.

GS News | Yandex.Dzen.

Officially new solutions, the company does not comment, because Critics for discussion of continued business in Russia in their Western markets is fear.

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