Lemon berry acai, orange hibiscus, pineapple cream… PepsiCo sets Stubborn Soda in the craft scene
The launch will follow that of Caleb’s Kola (which hit shelves in October 2014) and citrus drink Mountain Dew Dewshine (released in March this year).
But the flavor profiles of Stubborn Soda go beyond cola and citrus – in fact, PepsiCo says the name Stubborn Soda comes from the team’s uncompromising determination to “come up with flavor profiles we know consumers will love.”
The line of sodas are: black cherry with tarragon, classic root beer, agave vanilla cream, lemon berry acai, orange hibiscus and pineapple cream.
‘Tap-like pouring ritual’
PepsiCo told this publication it is launching the beverage in select regions on fountain in the food service channel “as early as this summer.”
It will be delivered by a new fountain unit for the beverage, creating a “tap-like pouring ritual” to offer consumers a different perspective on the soft drink experience.
“Following our recent launches of Caleb’s Kola and Mountain Dew Dewshine, we’re continuing to explore the craft space with Stubborn Soda and its unique, contemporary flavor profiles,” a PepsiCo spokesperson said.
“Introducing it on fountain with an engaging piece of innovative equipment offers consumers a new take on the traditional soft drink experience while also creating value for customers.”
Stubborn Soda is still in what PepsiCo calls an incubation phase, but says it will “learn as [it] goes” to improve this consumer experience.
Caleb’s Kola will also be available on fountain.
PepsiCo did not comment on if or when Stubborn Soda will be available in bottles or cans in retail.
Real sugar
As well as entering new flavor territory, Stubborn Soda has shifted away from high fructose corn syrup – an ingredient which has seen a backlash from consumers.
Pepsi’s current real sugar offering covers Pepsi-Cola Made with Real Sugar, Mountain Dew Dewshine, and Caleb’s Kola.
Stubborn Soda will not contain high fructose corn syrup, instead using Fair Trade cane sugar and natural flavors.
Pepsi's craft offer
Caleb’s Kola (launched October 2014): a blend of sustainable Fair Trade can sugar, kola nuts from Africa, spices and a hint of citrus. “The oils from the citrus fruit give Caleb’s Kola a sharp flavor and amazing freshness you won’t find in other kola,” says Pepsi.
Mountain Dew Dewshine (launched March 2015): From Pepsi’s carbonated soft drink brand Mountain Dew comes Mountain Dew Dewshine, a clear citrus drink using real sugar.
Stubborn Soda (early summer 2015): a craft soda range in flavors including lemon berry acai, orange hibiscus and pineapple cream. The drinks are free from high fructose corn syrup and are made from cane sugar and natural flavors.
