Hitting the Shelves: Region as Point of Inspiration -- July 2009
PepsiCo expanded its drink lineup with the Tava brand. Comprising three varietals (Mediterranean Fiesta, Brazilian Samba and Tahitian Tamure), the Tava line exudes an ethnic-inspired feel specific to a particular region. As stated on its company website, the Tava Mediterranean Fiesta offering “is a unique sparkling blend that leaves you with surprised taste buds and a thirst for the unknown.”
Aside from its primary appeal for adopting a regionalized positioning, the drink’s Black Cherry Citrus flavor is particularly interesting, as its appearance is uncommon in the U.S. carbonated soft drinks market. Black cherry is mostly viewed as an old-fashioned flavor found in generic, calorie-free soft drinks; its emergence in a trendy, sparkling beverage brand (introduced by PepsiCo, nonetheless) is certainly noteworthy.
Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail firstname.lastname@example.org.