Pepsi is targeting non-carbonated drink market and for this, it has decided to launch energy drink SoBe. According to sources the SoBe will first be imported, and expectedly will have the same price as that of Red Bull.

 

In official communication a PepsiCo India spokesperson affirmed the company is committed to bringing beverage innovations to Indian consumers as the market evolves. However, he ruled out any firm plan for now. Pepsi identifies SoBe and Diet Pepsi Max key as focus brands for the current year’s global market.

 

While Pepsi’s low-calorie sports drink Gatorade is quite popular in India, SoBe will fill the portfolio of non-carbonated drink market. However, there is similarity in Gatorade, and SoBe, for both cater to a niche, specific market. Rival Coca-Cola too is in the process of expanding its beverage brands too.

 

Coca-Cola will come up with Glacueau, Vitaminwater and Coca-Cola Zero. According to company sources sales of SoBe is predominantly driven by consumers in metros and Sec-A towns and cities, particularly, recent trends show that energy and no-carbs drink are popular among Indians.