Pepsi is reaching for the stars in its latest effort to take on Sprite.
Starry, a new lemon-lime soda, is rolling out to grocery and convenience stores this week. It's replacing Sierra Mist, a 24-year-old brand that has failed to gain traction against market leader Sprite, which is owned by main rival Coca-Cola.
People are also reading… Sierra Mist launched in 1999 to much fanfare, however it never made much of a dent in Sprite's dominance. Neil Saunders, managing director of retail for GlobalData told CNN that it's a"confused brand" that looks like an"imitation of Sprite." Starting from a clean slate, Pepsi is positioning Starry toward younger drinkers that shifting away from consuming sugary drinks and and are becoming to loyal to smaller brands, like Olipop, that have their"finger more firmly on the pulse," Saunders said.
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