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PepsiCo India has announced the launch of its hydrotonic drink – 7UP Revive here in Telangana and several other States.
Presented as a hydration portfolio product that comes with vitamins and electrolytes, PepsiCo expects this category to grow rapidly in a market which it claimed had no similar drink.
Priority markets Vipul Prakash, Vice-President, Beverage category, PepsiCo India and health guru Mickey Mehta, introduced the drink in Hyderabad and announced that it will be simultaneously available across 10 priority markets in the country, along with Tamil Nadu and Kerala, where the product was test marketed last year. Addressing a press conference here today, Vipul Prakash said: “Hydration is a critical portfolio for PepsiCo, and 7UP Revive is one of our first innovations in this space.
“It is a perfect solution to the warm and largely humid Indian climatic conditions.
“The product aims to address an existing need-gap in the market.”
Good response Following the pilot marketing of 7UP Revive in Tamil Nadu and Kerala, the product has received huge consumer traction, including strong consumer trials and encouraging repeats.
This is now being offered across 10 states, he said.
According to PepsiCo, the hydrotonic drink with vitamins and electrolytes helps consumers rehydrate and refresh after being out for long by providing vitamins B3, B6 and B12, which are known to play an essential role in energy metabolism, and electrolytes such as sodium and potassium needed to replenish some mineral salts that the body loses when sweating.
PepsiCo calls this drink ‘Body ka top up’ and plans outdoor campaigns, sampling and TV commercials seeking to introduce the drink offered in 500 ml PET and 200 ml bottles.
The hydration drink 7UP Revive is part of the 7UP portfolio which includes 7UP Nimbooz and 7UP Nimbooz Masala Soda.
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