PepsiCo made an attempt to get deeper into science and started its own sponsored page, Food Frontiers, on Scienceblogs.com to share information on its activity in the areas of sustainability and global public health with experts in these branches. The online project has a good name in the world of researchers and comes as a collection of blogs created by scholars on the SEED magazine platform.

The idea seems to be huge for strengthening the company’s green and healthy food image, but the whole thing didn’t work well. Unlike other global companies—Shell, Dow and L’Oreal (Germany) among them—with their sponsored pages on the website, PepsiCo didn’t survive in the community of attacking scientists. SB users were rigorous and too critical of the launch, saying that they din’t want to read about PepsiCo’s projects and be just another audience for new advertising.

Despite the page was positioned as the one to be focusing on “innovations in science, nutrition and health policy” for public to learn more “about the transformation of PepsiCo’s product portfolio” and see “some of the innovative ways it is planning to reduce its use of energy, water and packaging,” as ScienceBlogs editor, Evan Lerner, wrote before, the readers demanded that the blog should be closed—the sooner the better. The editorial board decided that users loyalty is more important to them than PepsiCo’s money, and switched the hub off yesterday, 8 July.

What’s there left for PepsiCo? Go and develop the same blog, but this time on its Living the Promise platform. And get more ‘scientific’, maybe.