Cucumber Pepsi -- More happy or more gassy?

Posted Jun 19th 2007 11:45AM by Tom Barlow
Filed under: Products and Services, Launches, Consumer Experience, Starbucks (SBUX), PepsiCo (PEP), Anheuser-Busch InBev (BUD), Japan

In their never-ending quest to sell more soda, PepsiCo (NYSE: PEP) has unveiled a new summer drink in Japan, Pepsi Ice Cucumber. The pale-green concoction doesn't actually contain cucumber, but is flavored with an artificial version of the vegetable.

Suntory Ltd., Pepsi's Japan distributor, plans to market Pepsi Ice Cucumber for the summer season, and hopes to sell 200,000 cases before fall.

This is another example of the drink industry's scramble for unique flavors and combinations that can differentiate it in an increasingly-crowded marketplace. Anheuser-Busch (NYSE: BUD) recently launched its beer/Clamato juice blend, Chelada, which it claims is doing quite well.

If Pepsi Ice Cucumber does well, I expect more combination drinks to follow. Perhaps:

Chef Boyardee Chianti -- the classic red wine flavored with spaghetti sauce.
NASCAR beer -- A light pilsner with a dollop of STP.
Starbucks (NASDAQ: SBUX) Sunshine special -- Florida orange juice invigorated with a triple espresso.
White Castle Coke – Coke Classic with a hint of onion.
RC/DC Cola – RC and prune juice.
Banana Fanta Fofanna – Need I explain?