PepsiCo will bring its international brand ‘7UP Revive’ to India by April 1 and it plans to start with Tamil Nadu and Kerala. 7UP Revive, an active hydration drink, is currently available only in Vietnam and Malaysia. With the launch, the company says, it will be creating a new category in India’s beverage market.
Vidur Vyas, senior director – marketing, PepsiCo India, told media persons that the company chose to launch the brand in Tamil Nadu and Kerala first because of the humid climatic conditions, especially during the summer season. 7UP Revive claims to have vitamins and electrolytes that bring relief when one is in the sun.
Vyas said: “Our mission is to educate the consumer and create a new category of products starting with 7UP Revive. Your body loses minerals when you sweat and you feel tired. While the existing 7UP targets people in the 15-25 age group, the new product would widen the target up to those who are 35 years.”
The company will take a call on expanding the product to other states, after evaluating the feedback from Tamil Nadu and Kerala markets. “Initially, the target is to reach 30,000 outlets in urban areas. We will be reaching out to customers through samples and we want to educate them on the need to consume active hydration drinks, “ he said.
PepsiCo would also look at launching more products in the new category in future. The product is available in a 500 ml pet bottle and priced at Rs 33 in Tamil Nadu and Rs 35 in Kerala. The 200-ml glass bottle will come for Rs 12.