1st BATCH OF FILES AVAILABLE NOW!

PepsiCo duly delivered on the production innovation burst it's been promising, including working protein trend into all its nooks & crannies via sweeping Muscle Milk restage as well as new lines under Propel and Starbucks brands. On marketing side, Pepsi also is reviving its 40-yr-old Pepsi challenge, this time pitting its Zero Sugar extension against Coke's, with similar margin of total domination, even in Atlanta, Pepsi staffers claimed on opening day of massive NACS c-store expo in Chicago. Here are innovation highlights we gleaned from our booth tour: Venerable Muscle Milk protein brand has undertaken total transformation, moving to ultrafiltered-milk base, with concomitant reduction in sugar and calories that entails, while banishing artificial flavors, sweeteners and colors. Sweetening is via stevia and bit of real sugar. The relaunch builds on growing consumer awareness that ultrafiltered milk, as used in Coca-Cola's fast-growing Core Power protein line, is a complete protein with both with fast-digesting whey and slower-digesting casein. It will continue to be offered in core 26 subline and more intensive 42 g Pro subline. Female Muscle Milk exec observed to us that restage in part is intended to address frequent perception among women that the protein shake category was not designed with them in mind. Recall that PepsiCo acquired Muscle Milk in 2019 after years in which protein line served as partner brand.Gatorade in early 2026 will launch Gatorade Lower Sugar line which banishes artificial flavors, sweeteners and colors from formula while knocking sugar count down by 75% over core line. It contains just 5 g of sugar while the bright color palette is attained using vegetable coloring alternatives even as electrolyte bill stays the same as in core line. This comes at time, of course, that Gatorade name frequently pops up in discussions of artificial colors or ultraprocessed foods.Meanwhile, as teased by PEP brass on recent earnings call, Gatorade sibling brand Propel is moving into protein space itself. While not yet available for sampling on show floor, we were told it will debut next year in powdered format as clear-protein offering to tune of 22 g per pouch comprised of both hydrolized and whey ingredients. It will be sold in boxes containing 5 stick packs, with a RTD version likely in 2027 timeframe.Also on the protein front, from North American Coffee Partnership, is Starbucks Coffee & Protein line positioned as "a coffee that does more." It's packed in a 12-oz square-shaped PET bottle and offers ingredient bill of 22 g of protein along with 5 g of prebiotic fiber, 5 vitamins & minerals but just 2 g sugar (150 calories). It's due in Mar in Caffe Mocha and one other flavor, we understand.On tea side, Pure Leaf Tea brand will add canned sparkling focus enhancer dubbed Pure Leaf Mental Focus that contains 69 mg of caffeine augmented by L-theanine in 12-oz sleek can in Peach, Raspberry and perhaps other flavors.Among other major debuts were pair we've already reported on in detail: Pepsi Prebiotic (BBI, Jul 21) and Mountain Dew Dirty Soda, which builds on dirty soda trend that's been sweeping country (BBI, Sep 29). Despite recent acquisition of Poppi gut-pop brand, PEP is offering Pepsi Prebiotic, starting via ecomm in Thanksgiving period and entering retail early next year. It contains 5 g of cane sugar (30 calories) but 3 g of prebiotic fiber. It's breaking in Original Cola and Cherry Vanilla flavors, both in single 12-oz cans to stimulate trial and 8-pks of 12-oz cans. As for Mountain Dew Dirty Soda, it rolls out early next year in Cream Soda Dew flavor that builds on flavor cred seeded by Baja Blast and Code Red entries.Among other items on view was classic-shaped 12-oz glass bottle for core Pepsi-Cola brand to deliver on Gen Z's desire for elevated consumption experience. PEP rep wasn't immediately sure whether this would be sweetened with cane-sugar or other option. Co is promising more details soon.Other bev innovations: Mountain Dew builds on Baja Blast momentum with vacation-y Baja Cabo Citrus tropical citrus punch flavor in Jan for availability all year long . . . Mug Root Beer adds Vanilla Howler flavor . . . Poppi will offer Ginger Fizz LTO for the holidays while expanding its Wild Berry from C&G exclusive to all key channels of trade . . . Starbucks Iced Energy adds Strawberry Kiwi flavor to canned sparkling line with same 5 calories and 160 mg caffeine per 12-oz sleek can . . . The 16-oz Starbucks Doubleshot Energy adds French Vanilla to its Zero Sugar offerings, with 10 g protein bounty but just 80 calories . . .Plenty going on in snacks too, tho we won't delve too deeply here. Lay's chips brand has undertaken biggest restage in its near-century history to make it unmistakable that it's made from "real potatoes" as front of pack declares, a response to the 40% of consumers who didn't realize that salient fact. Simply has been adopted as positioning line for items like Cheetos' White Cheddar Puffs that are made with all-natural ingredients. And same flavor experimentation as on bev side was visible here, as with Cheetos Dill Pickle flavor that gets upgraded from LTO to permanent addition.

NACS: PepsiCo Delivers on Promise of Protein Action via Muscle Milk, Propel, Starbucks Platforms; Adds Gatorade Lower Sugar, Pure Leaf Mental Focus

Publishing Info