Suntory PepsiCo Beverage (Thailand), manufacturer and distributor of Suntory and PepsiCo beverage brands in Thailand, launched a new refreshing 7UP variant called “7UP Free Plus Fiber” to tap into the sugar-free carbonated soft drink market. Thailand is the first country in the world to introduce the new 7UP Free Plus Fiber variant in response to lifestyles of next-generation consumers who are enthusiastic for a healthy soft drink blended with nutritional benefits of fiber. Suntory PepsiCo is also moving forward to continue the “Better For You” marketing strategy to expand the market share and customer base. The company will focus the resources on driving growth of the healthier beverage portfolio to align with the health-conscious trend through the 360-degree integrated marketing activities with digital media platforms to be prioritized in order to emphasize the brand image of a soft drink that can harmoniously help refresh your day.

Somchai Ketchaikosol, Chief Marketing Officer of Suntory PepsiCo Beverage (Thailand), said “Thailand’s Liquid Refreshing Beverage (LRB) market in the second quarter of 2021 shrank 1.8% year-on-year. Carbonated Soft Drinks (CSDs), which accounted for around 38% market share, contracted 2.5% year-on-year due to the impact of the COVID-19 pandemic. Meanwhile, the sugar-free soft drink segment continued its growth momentum, outpacing the full-sugar soft drink market. At present, beverage manufacturers are increasingly giving priority to healthy, zero-sugar beverages as the market has continuously seen new sugar-free products launched in the segment, driving no-sugar CSDs to grow 40.2% year-on-year. The 7UP, which is one of the CSDs, grew 24.9%^* boosted by the successful launches of new products last year. 7UP Free remains focused on prioritizing its brand image of being a sugar-free refreshing beverage to freshen up your day with marketing communications to be made through the “Get Freshened Up In Every Break With 7UP Free” campaign. The company also has plans to continue expanding the market to reach out to customers in the healthier offering segment and will launch the 360-degree integrated marketing activities and promotional campaigns to stimulate consumption mainly through digital media platforms. 

This year Suntory PepsiCo launched the latest 7UP Free Plus Fiber variant for the first time in the world in Thailand. The 7UP Free Plus Fiber highlights a full flavor of lemon lime and its fizzy, sour flavor without sugar content and caffeine. The new refreshing variant is complete with 5,600 milligrams of fiber per one 440-ml bottle^**. The fiber volume in the 7UP Free Plus Fiber is equivalent to an apple^***. Fiber contributes to an increase in fecal bulk and stimulates the bowel movement. It also comes with a healthier logo to respond to lifestyles of new generations who are passionate for a healthy drink that can liven up and deliver nutritional benefits during the day. The 7UP Free Plus Fiber variant is available in three sizes: 325-ml can; 430-ml PET bottle; and 440-ml PET bottle. It will be gradually going on sale at convenience stores, retail outlets, supermarkets and leading shopping department stores across the country.

“We are confident that the unique flavoring characteristics, with nutritional benefits, brand image that can connect with consumers, the “Better For You” marketing strategy and activities that cover diverse lifestyles and interests of target customers will be the fundamentals to strengthen the company’s 7UP product portfolio, including the new 7UP Free Plus Fiber. It is expected to potentially stimulate the sugar-free lemon/lime-flavored soft drink market and be able to appeal to health-conscious customers as well,” added Somchai.

For more information, visit www.facebook.com/7UPThailand and www.suntorypepsico.co.th

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 * Data from Nielsen, June 2021.

** A 440-ml bottle of 7UP Free Plus Fiber contains 5,600 mg of fiber; A 430-ml bottle of 7UP Free Plus Fiber has 5,500 mg of fiber; A 325-ml can of 7UP Free Plus Fiber contains 4,000 mg of fiber.

*** An apple (133 gram) contains 3,000 mg of fiber. (Reference: Nutritional benefits in fruits, Bureau of Nutrition, the Department of Health 2010)