PepsiCo UK and Britvic have announced plans for the launch its zero-sugar SoBe V Water later this month. The SoBe V Water innovation means PepsiCo and Britvic are the first soft drinks companies in the UK to launch a product containing naturally-sourced Stevia extract. The new SoBe V Water will replace the existing range.

Photo: PepsiCo’s SoBe V Water range,www.marketingmagazine.co.uk

Stevia has been used as a sweetener in South America for hundreds of years and contains glucose components that naturally give the plant’s intense sweetness.

The reformulation of SoBe V Water will offer health-conscious consumers vitamin water with zero-sugar and meet growing demand for low-calorie refreshment.

Amanda Thomson, Marketing Director PepsiCo UK, said, «SoBe V Water with purified Stevia extract has been a great hit in the US and we’re excited to launch a version for the UK market and deliver a wider choice in healthier drinks for UK consumers. Stevia delivers a great naturally sweet taste without the calories of sugar.»

Jon Evans, Head of Seed Brands of Britvic Soft Drinks, comments: «The introduction of purified Stevia extract demonstrates our ongoing commitment to giving health-conscious consumers more choice. We have accelerated the development of our Stevia product in order to be first to market in the UK because this is a major innovation for soft drinks and allows us to offer consumers great taste with no sugar. »

All six SoBe V Water variants with purified Stevia extract will be available from the end of April.