Even though Coca-Cola (KO) has led the soft drink industry when it comes to market share leadership for the last two decades, competitor Pepsi (PEP) is the front-runner when it comes to unique seasonal flavors.
In the last year alone, the beverage giant developed a maple-flavored cola together with the International House of Pancakes, pizza with pepperoni cooked in a Pepsi reduction and Pepsi Nutmeg launched for the recently-passed World Cup.
Going further into the soft drink giant's past, there was the berry-flavored Pepsi Blue of the early aughts and the Pepsi Crystal that is now widely considered to be one of the company's biggest business failures. These were, by the way, all products that were sold in the U.S. -- in Japan, the company continuously releases colas with unique flavors tailored to local taste buds.
This Psychedelic Pepsi Flavor Caused A Stir Two Years Ago
Another unique product from Pepsi's not-so-distant past is its collaboration with the Peeps marshmallow candies. In the spring of 2021, Pepsi x Peeps was presented as cola with the "pillowy-soft and sweet" taste of marshmallow. The drink, which came out in time for Easter and came in three 7.5-ounce cans in candy-colored pastel colors, was not available for sale but rather given out to 3,000 people as part of a seasonal sweepstakes.
Peeps candies were first created in 1953 and are owned by the family-owned company Just Born Quality Confections. The candy company is also behind brands like Mike and Ike and Hot Tamales.
The cola drink caused a serious online stir but, given the limited nature of the rollout, was relegated to "remember that weird Pepsi flavor from the past" internet articles. The sickly-sweet marshmallow flavor did not appear in a mainstream soft drink until, in the summer of 2022, Coca-Cola launched its own limited-edition cola in partnership with the electronic music artist Marshmello in both a regular and zero-sugar version.
"We created a vibey blend of my favorite flavors in this all-new mix," the artist said at the time to promote the product. "I think it tastes amazing and hope fans love it, too."
PepsiCo, Inc.
There Is A Business Strategy Behind These Strange Flavors
Clearly, the appetite for marshmallow-flavored cola has not been tapped out because Pepsi is bringing back Pepsi x Peeps for a second go-around.
This time, those interested in trying the flavor will be able to buy it on grocery store shelves in the weeks leading up to Easter. While Pepsi is yet to confirm the official release, some die-hard fans have reported seeing the new product in local stores.
"The new soda flavor combines the marshmallow flavor from Peeps and the same great taste from Pepsi, creating an extra sweet soda for those of you with a nagging sweet tooth," wrote one blogger who also reported seeing the flavor in 20-ounce bottles.
While Coke, Diet Coke and regular Pepsi remain by far the flavors that consumers purchase the most, the more unique flavors also serve an important business purpose when it comes to marketing.
In the case of the Peeps collaboration, the flavor also creates a double whammy of nostalgia and originality -- millennials and those older may be drawn in by memories of getting Peeps candies at school while those of all ages will be curious to see what a marshmallow-flavored Pepsi tastes like.
