Reviving carbonates

Carbonates have stalled in the States, diets are down further, emerging markets are slowing, the BRICs are behind.

Actually, there is also a lot of encouraging news in carbonates. The innovation pipeline is strong, stevia is strengthening and functionality is now being added to the fun.

But this is the hard part. If energy drinks have to be edgy to be really successful, do carbonates always have to be more fun than functional ?

There have been various attempts at functionality for carbonates in the past and the results have not been promising.

Now we have 7Up Revive, which just might signal a game changer.

From PepsiCo, it’s an isotonic drink with a combination of electrolytes and vitamins. It’s made sufficient progress in Vietnam and Malaysia to be launched this month in India.

This sounds a useful step on the road to revival.