Japan may be considered a “Western” country, but its tastes, not to mention culture, often strain comparisons with the rest of the West. But nowadays Pepsi is making some moves with new products in Japan that look like they’re right out of its playbook for the rest of the world.
Pepsi Extra, for instance, is an addition to Pepsi’s Nex range in Japan that is packed in 200ml cans and reformulated to feature added caffeine and increased sweetness, according to Beverage Daily. Packaged in a smaller and slimmer can than regular Pepsi, Extra is a clear play for energy-drink positioning.[more]
It’s promoted as being “perfect for waking up the sleepy” and for “going the extra mile when you want more.”
Pepsi Japan also says it’s creating a “new genre” for Japanese adults with last month’s release of Pepsi Black. It has 50 percent less sugar compared with regular Pepsi, an “enhanced aftertaste” and added lemon flavor. Pepsi Dry, released a year ago, was launched as a non-sweet “straight” cola beverage.
While those products seem within the western mainstream, however, Pepsi also has been launching a number of Japan-only products designed to delight local taste buds. They have included new “fun” flavors packaged in shrink sleeves including Salty Watermelon, White Pepsi & Yogurt and Pink Strawberry & Milk varieties.
Come to think of it, with 100-degree-plus heat indexes across America, that Salty Watermelon flavor might be one product that — in addition to Toyotas and Sonys — worth importing from Japan these days.