Madeleine Hull
Diet Pepsi, a soft drink produced by PepsiCo, was introduced in 1964 as a sugar-free variant of the original Pepsi. It was the first diet cola to be distributed on a national scale in the United States. Over the years, Diet Pepsi has undergone various changes in its formulation and packaging. Notably, in 2016, an individual Diet Pepsi with aspartame, dubbed the Classic Sweetener Blend, was released with a unique teal label. However, this classic variant was short-lived and discontinued in late 2017. Subsequently, Diet Pepsi's formula was modified to permanently include aspartame, and the packaging was updated with a new caption, Classic Diet Pepsi Taste. While there have been concerns about the potential discontinuation of Diet Pepsi, particularly with the push for Pepsi Zero Sugar, the company has reassured that it is not going anywhere.
| Characteristics | Values |
|---|---|
| Introduced | 1964 |
| First test-marketed | 1963, under the name Patio Diet Cola |
| Ingredients | Carbonated water, caramel color, phosphoric acid, aspartame, sodium benzoate, acesulfame potassium, flavor (natural), and citric acid |
| Aspartame | Restored as the main sweetener in the regular version in mid-2017 |
| Classic Sweetener Blend | Released in 2016, with a teal background label and the caption "Classic Sweetener Blend" on the Pepsi Globe |
| Classic Diet Pepsi Taste | New caption added to the logo in 2017, reminiscent of Coca-Cola Classic |
| 1986 Label | Return of the traditional Pepsi globe, with the Pepsi name moved outside the globe |
| 1991 Label | New Design Collectors Edition |
| 1993 Label | Diagonal logo |
| 1997 Label | New Look, Same Great Taste |
| 1999 Slogan | So light, so crisp, so refreshing |
| Current Status | Not discontinued, but Pepsi is pushing all retailers to have Pepsi Zero |
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What You'll Learn
Diet Pepsi's formula was changed in 2016 to remove aspartame
Aspartame has been a controversial ingredient in Diet Pepsi since a 1996 report by 60 Minutes alleged that it might be linked to the development of brain tumours in humans. Despite being deemed safe for human consumption by regulatory agencies in the US, UK, Canada, and the EU, aspartame continued to be perceived negatively by customers, causing Diet Pepsi's sales to fall by 5.2% year-over-year in 2014.
In 2015, PepsiCo decided to remove aspartame from Diet Pepsi, replacing it with sucralose (Splenda). However, this change was short-lived. In 2016, PepsiCo brought back aspartame in limited quantities due to backlash from brand loyalists. This version, called the Classic Sweetener Blend, featured a teal label and the 2002 typography. It was discontinued in late 2017.
Following the reintroduction of aspartame, the Diet Pepsi formula underwent a slight modification, adding the caption "Classic Diet Pepsi Taste" to the packaging. This change aimed to emphasise the return of the familiar sweetener. The new formula with aspartame became permanent, and the entire logo was adjusted to accommodate the new caption.
Despite the formula change, Diet Pepsi continued to face challenges in the market. Sales of Diet Pepsi's aspartame-free product dropped by 8% in 2017, while Diet Coke sales, which retained their aspartame-based recipe, fell by only 2.5%. This indicated that the changes in sweetener may not have been the sole factor influencing consumer preferences.
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The removal of aspartame was due to health concerns and consumer aversion
Aspartame has been a controversial topic, with critics expressing concerns over its potential health risks. The controversy dates back to 1996 when a 60 Minutes report alleged possible links between aspartame consumption and the development of brain tumors in humans. This report sparked further scrutiny and debate regarding the safety of aspartame.
Despite regulatory agencies, such as the U.S. Food and Drug Administration (FDA) and the U.K. Food Standards Agency, deeming aspartame safe for human consumption, public skepticism remained. In response to this, all Diet Pepsi varieties were reformulated to exclude aspartame, with "Now Aspartame Free" labels introduced in 2016. This decision was influenced by declining sales of diet soda, including Diet Pepsi, as some consumers expressed an aversion to aspartame.
The removal of aspartame from Diet Pepsi was a direct response to health concerns and consumer preferences. While regulatory agencies have approved aspartame for consumption, the public's perception of it has been less favorable. By eliminating aspartame, PepsiCo addressed consumer aversion and demonstrated responsiveness to market demands. This strategic move aimed to regain consumer trust and boost sales by offering a product that aligned with health-conscious choices.
In 2016, Diet Pepsi introduced a single-serving Classic Sweetener Blend with aspartame, featuring distinctive packaging with a teal background and 2002 typography. However, this product was short-lived, as it was discontinued in late 2017. The main Diet Pepsi packaging then added the caption "Classic Diet Pepsi Taste," reminiscent of Coca-Cola Classic, which faced a similar challenge with the introduction of New Coke in 1985.
While the removal of aspartame from Diet Pepsi was influenced by health concerns and consumer aversion, it is important to note that aspartame has been deemed safe by regulatory agencies. The decision to eliminate it from Diet Pepsi reflects the company's consideration of consumer preferences and its efforts to adapt to evolving market demands. Diet Pepsi has not been discontinued, but Pepsi Zero Sugar is being promoted more heavily.
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Sales of Diet Pepsi have been falling for years
The decline in sales of Diet Pepsi can be attributed in part to consumer aversion to aspartame, an artificial sweetener used in the drink. Aspartame has been the subject of controversy, with critics expressing concerns about its potential health risks. In 1996, a 60 Minutes report alleged that aspartame might be linked to the development of brain tumors in humans. However, regulatory agencies in various countries, including the U.S. Food and Drug Administration (FDA) and the European Food Safety Authority (EFSA), have deemed aspartame safe for human consumption at current levels.
To address consumer concerns about aspartame, PepsiCo introduced a version of Diet Pepsi without aspartame, called the Classic Sweetener Blend, in 2016. This version used a different sweetener blend, including sucralose and acesulfame K, and was marketed as a retro edition with a redesigned label. However, it was discontinued in late 2017, and the company returned to using aspartame as the main sweetener in Diet Pepsi.
While Diet Pepsi has faced challenges in recent years, it remains a significant product for PepsiCo, especially in the United States, which represents the largest single market for the drink. The company has continued to promote Diet Pepsi, albeit with a greater focus on its zero-sugar alternatives, such as Pepsi Zero Sugar. Despite the push for Pepsi Zero Sugar, employees of PepsiCo have stated that Diet Pepsi is not being discontinued and that the company wants to offer customers a choice between Pepsi, Diet Pepsi, and Pepsi Zero Sugar.
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Pepsi Zero Sugar is being pushed by PepsiCo
Pepsi Zero Sugar is being heavily pushed by PepsiCo, despite the company stating that it is not discontinuing Diet Pepsi. The company wants customers to have the option of choosing between Pepsi, Diet Pepsi, and Pepsi Zero Sugar. Pepsi sales representatives are encouraging new and large accounts to include Pepsi Zero Sugar in their fountain offerings. When signing up for new accounts, they are told that they cannot have Diet Pepsi on the fountain unless they also opt for Pepsi Zero Sugar.
The push for Pepsi Zero Sugar comes as sales of diet soda, including Diet Pepsi, have been declining for years. In the year ending in April, diet soda sales fell by 5.1%, according to data from Nielsen. The decline in sales of Diet Pepsi has been attributed in part to consumer aversion to aspartame, a controversial sweetener that has been linked to potential health risks, including the development of brain tumors.
In response to the slow demand for the classic Diet Pepsi formula, PepsiCo reformulated the drink in 2016, removing aspartame and replacing it with sucralose and acesulfame K. However, the new recipe did not reverse the sales decline, with Diet Pepsi sales falling by 10.6% in the first quarter, almost double that of Diet Coke's 5.7% decline.
Despite the addition of aspartame to the Diet Pepsi formula, Pepsi Zero Sugar continues to be heavily promoted by the company. The push for Pepsi Zero Sugar may be part of PepsiCo's strategy to revive interest in its diet cola offerings and provide consumers with a variety of low-calorie options. Pepsi Zero Sugar provides consumers with an alternative to Diet Pepsi, allowing them to choose between different types of sweeteners and calorie content.
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Diet Pepsi's packaging has changed several times since its launch
In 1991, a New Design Collectors Edition was released to promote the redesigned label. In 1993, the logo was diagonal, with everything except the Pepsi globe rotated, making the lines diagonal. In 1997, the "Diet" part was written in red script, the globe was in CGI, and the Pepsi name had a drop shadow. Later that year, the globe increased in size, and all typography became bolder. In 1999, the slogan, "So light, so crisp, so refreshing" was added.
Starting in mid-2010, all Pepsi variants, regular and diet, began using the original "smile" logo. The Classic Sweetener Blend variety was distinguished by its use of the 2003-2006 wordmark, a light blue label background, and the "smile" logo. In 2016, an individual Diet Pepsi with aspartame, the Classic Sweetener Blend, was released with a silver label and a teal background. It was discontinued in late 2017, and the entire logo was made smaller, with the caption "Classic Diet Pepsi Taste". As part of the 2018 "retro labels", Diet Pepsi's label featured a grey background with the 1986 can design.
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Frequently asked questions
No, Diet Pepsi is not discontinued. However, Pepsi is pushing all retailers to have Pepsi Zero.
The Classic Sweetener Blend was discontinued in late 2017. The reason for its discontinuation was due to slow demand for the "classic" version, as some consumers expressed an aversion to aspartame.
The new formula for Diet Pepsi includes sucralose and acesulfame K.
Yes, aspartame has been deemed safe for human consumption by regulatory agencies in their respective countries, including the U.S. Food and Drug Administration (FDA), the U.K. Food Standards Agency, the European Food Safety Authority (EFSA), and Health Canada.
The ingredients of Diet Pepsi are listed as carbonated water, caramel color, phosphoric acid, aspartame, sodium benzoate, acesulfame potassium, flavor (natural), and citric acid.
