Milly Gaines
PepsiCo has made several changes to the Diet Pepsi recipe over the years, including the sweetener used in the drink. The company has also introduced various Diet Pepsi flavours and packaging designs. In 2015, PepsiCo faced backlash from consumers regarding the new formula, leading to the reintroduction of aspartame as the sweetener. In 2023, the company again altered the recipe, reducing sugar and using a blend of sweeteners. This change was implemented to reinvigorate the brand and boost sales, as PepsiCo had been losing market share to competitors like Coca-Cola.
| Characteristics | Values |
|---|---|
| Reason for change | To reinvigorate the brand and boost sales |
| Date of change | Early December (no year specified) |
| Previous sweetener | Aspartame |
| New sweetener | A blend of acesulfame potassium and sucralose |
| Other ingredients | Carbonated water, caramel color, phosphoric acid, sodium benzoate, citric acid, natural flavor |
| Nutritional information | 4.55 grams of sugar per 100ml, 59 calories per 330ml serving |
| Diet Pepsi variations | Wild cherry, vanilla, lemon, lime, caffeine-free |
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What You'll Learn
Diet Pepsi's sweetener change
Diet Pepsi has had a long history of sweetener changes since its introduction in 1964 as a sugar-free variant of Pepsi. The initial formulation of the drink was sweetened with the artificial sweetener saccharin. However, in the 1970s, concerns emerged about the use of saccharin, prompting PepsiCo to switch to a new sweetener, aspartame, in 1983. Despite being deemed safe for consumption by regulatory bodies, aspartame has been the subject of controversy, with critics expressing concerns about its potential health risks.
In 2015, PepsiCo again altered the sweetener in Diet Pepsi, switching from aspartame to sucralose. This change sparked a negative response on social media platforms like Facebook and Twitter, with consumers expressing their dislike for the new formula. As a result, in September 2016, Pepsi reintroduced aspartame as the sweetener for Diet Pepsi in the US markets, branding it as "Diet Pepsi Classic Sweetener Blend". The drink was sold alongside the new formula containing sucralose.
In 2023, PepsiCo once more quietly altered the sweetener in Diet Pepsi, this time combining aspartame with another artificial sweetener, acesulfame potassium. This change was made in preparation for a major rebranding of the soft drink, as the company aimed to boost sales and reinvigorate its namesake brands. The new sweetener mix started appearing on shelves in early December, with plans for a wider release in subsequent weeks.
While some consumers noticed the change in taste and expressed their dislike, others did not detect a significant difference. PepsiCo did not explicitly communicate the sweetener change in their upcoming ad campaign, which was set to feature a new logo with a heart and the theme "Love Every Sip".
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Customer reactions to the new taste
On the other hand, PepsiCo's decision to change the sweetener in Diet Pepsi was likely influenced by the need to address concerns about the safety of aspartame, the previous main sweetener. Aspartame has been a subject of controversy, with critics expressing worries about potential health risks associated with its consumption. In response to these concerns, PepsiCo switched to a mix of two artificial sweeteners, a combination commonly found in newer diet sodas. This change may have been an attempt to improve the product and boost sales, especially considering the broader decline in soft drink consumption.
Some customers have specifically complained about the aftertaste of the new sweetener, with one Reddit user stating that they "took one sip and immediately felt sick." Another customer, who has been drinking Diet Pepsi since the 1990s, described the new taste as "hard to describe," comparing it to "bottles that have been left down in an abandoned basement." This customer also mentioned that they have been pouring more soda out than they have been consuming due to the unpleasant taste.
The negative reactions to the new taste have led some customers to consider switching to competing products, such as Diet Coke, or even quitting drinking Pepsi products altogether. Some have also taken to social media to express their dissatisfaction, with one customer suggesting a "Twitter storm" against the new formula.
It is worth noting that not all reactions to the new taste have been negative. Some customers may have accepted or even preferred the new taste, especially those who are health-conscious or prefer the taste of other artificial sweeteners. Additionally, PepsiCo's efforts to boost sales through partnerships with celebrities and sporting events may have helped improve the perception of the brand among some consumers.
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History of Diet Pepsi's formulation
Diet Pepsi, currently stylised in all caps as PEPSI DIET, is a no-calorie, carbonated cola soft drink produced by PepsiCo. It was introduced in 1964 as a sugar-free variant of Pepsi. It was first test-marketed in 1963 under the name Patio Diet Cola and was rebranded as Diet Pepsi the following year. It became the first diet cola to be distributed on a national scale in the United States.
The initial formulation of Diet Pepsi was sweetened with the artificial sweetener saccharin. However, concerns over saccharin emerged in the 1970s, prompting a shift to an alternative sweetener, aspartame, in 1983. Aspartame has also been the subject of controversy, with critics expressing concerns about potential health risks associated with its consumption.
In December 2012, Diet Pepsi changed its sweetener to sucralose ahead of a major rebranding in January 2013. This formulation was met with backlash on social media in 2015, leading Pepsi to revive its aspartame formulation as "Diet Pepsi Classic Sweetener Blend" in the US in September 2016. The company then announced plans to revert to using aspartame as the main sweetener, releasing the new formulation market-wide on February 25, 2018.
Over the years, Diet Pepsi has introduced additional variations, including flavours such as wild cherry, vanilla, lemon, and lime. It has also launched a caffeine-free version, known as Pepsi Light Caffeine Free in Australia. Diet Pepsi has also undergone several changes in its packaging and advertising, with various celebrities endorsing the brand.
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The drink's celebrity endorsements
Diet Pepsi has had a long history of celebrity endorsements, with musicians, athletes, and actors featuring prominently in its promotions. The drink was initially advertised alongside regular Pepsi, but it began to be promoted independently in the late 1960s. The first television advertisement for Diet Pepsi as a standalone product was "Girlwatchers," which focused on the cosmetic aspects of the beverage. The musical jingle from this ad became so popular that it was eventually recorded and played on the radio, even becoming a Top 40 hit.
During the early 1990s, R&B singer Ray Charles was featured in a series of Diet Pepsi ads with the tagline, "You got the right one, baby!" Supermodel Cindy Crawford also became a recurring celebrity endorser for the brand during this time, appearing in a 1991 television ad where she purchases a can of Diet Pepsi from a vending machine on a hot summer day. Crawford returned in 2002 to introduce new packaging for Diet Pepsi and again in 2005 to promote the revised slogan, "Light, crisp, refreshing," with an ad that debuted during Super Bowl XXXIX.
In more recent years, PepsiCo has continued to partner with celebrities to endorse its flagship soda. In 2023, the company announced a wide-ranging partnership with singer Beyonce and a multiyear deal with the National Football League to sponsor the Super Bowl halftime show. TV ads for Pepsi have also featured singer Nicki Minaj, New Orleans Saints quarterback Drew Brees, the boy band One Direction, and international soccer stars, including Lionel Messi.
While it is unclear whether these efforts have resulted in increased sales, PepsiCo has certainly generated significant buzz and attention through its celebrity endorsements.
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Pepsi's competition with Coca-Cola
Pepsi and Coca-Cola have been engaged in a marketing rivalry that has shaped the beverage industry. The competition between the two companies, often referred to as the "Cola Wars", has resulted in a combined spending of $50 billion to outdo each other. Coca-Cola enjoys a larger market share, with nearly 45% compared to Pepsi's 26%. However, Pepsi has employed innovative marketing strategies and celebrity endorsements to maintain its edge and stay relevant to younger audiences.
One of the notable episodes in their rivalry was the "Pepsi Challenge" in 1975, a campaign that suggested consumers preferred Pepsi over Coca-Cola based on taste alone. This prompted Coca-Cola to tweak its formula, resulting in the introduction of "New Coke" in 1985. However, this move backfired as consumers rejected the new taste, forcing Coca-Cola to reintroduce the original formula as "Coca-Cola Classic".
In the 1990s, Pepsi launched its Pepsi Stuff campaign, offering free merchandise in exchange for Pepsi Points collected from packages and cups. The program was expanded to include Mountain Dew and Pepsi's international markets. Coca-Cola responded with the "Always Coca-Cola" campaign in 1993, featuring iconic polar bears that emphasised happiness, nostalgia, and togetherness.
Both companies have continued to adapt their marketing strategies to maintain relevance and engage consumers. Coca-Cola shifted from product-focused to emotionally-driven campaigns, while Pepsi embraced pop culture and youth-centric marketing, signing celebrities like Michael Jackson, Britney Spears, and Beyoncé. Pepsi has also formed partnerships with organisations like the National Football League and endorsed by celebrities such as Nicki Minaj, Lionel Messi, and David Beckham.
In recent years, Pepsi has made efforts to reinvigorate its brands, including changing the sweetener in Diet Pepsi and planning a major rebranding. These moves come as Pepsi aims to boost sales and regain market share lost to Coca-Cola. The competition between the two companies has resulted in a dynamic and evolving landscape within the soft drink industry, with both brands employing various strategies to capture consumer preference and market share.
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Frequently asked questions
Diet Pepsi has changed its recipe a few times over the years. In 2015, PepsiCo changed the sweetener in Diet Pepsi from aspartame to sucralose, which received negative feedback from customers. In 2016, Pepsi revived its aspartame formulation as "Diet Pepsi Classic Sweetener Blend" and sold it alongside the new formula. In 2018, Pepsi reverted Diet Pepsi's sweetener back to aspartame.
The ingredients in Diet Pepsi are: Carbonated Water, Caramel Color, Phosphoric Acid, Aspartame, Sodium Benzoate, Acesulfame Potassium, Flavour (Natural), and Citric Acid.
Diet Pepsi changed its recipe to reduce its sugar content and replace it with a blend of sweeteners, including acesulfame potassium and sucralose, to maintain its taste while reducing calories. This change was part of a broader push by PepsiCo to boost sales and reinvigorate its namesake brands.
