PepsiCo India is expanding its soft drinks portfolio with the introduction of hydrotonic drink 7UP Revive, across 10 states in the country.
The states where it is being launched include Andhra Pradesh, Telangana, Goa, Delhi, NCR, Maharashtra, Gujarat, Karnataka and West Bengal, along with Tamil Nadu and Kerala.
7UP Revive is a hydrotonic drink with vitamins and electrolytes that intend to rehydrate and refresh.
The drink claims to contain Vitamins B3, B6 and B12, which are known to play an important role in energy boosting, and electrolytes like Sodium and Potassium which are meant to substitute the loss of certain mineral salts which the body loses due to sweating.
PepsiCo India beverage category vice president Vipul Prakash said: "Hydration is a critical portfolio for PepsiCo, with 7UP Revive one of our first innovations in this space.
"7UP Revive is a relevant and perfect solution to the warm and largely humid Indian climatic conditions, and is a product that aims to address an existing need-gap in the market.
"We first introduced 7UP Revive in Tamil Nadu and Kerala last year and the product has seen huge consumer traction, including strong consumer trials and very encouraging repeats. We are excited to now make India's first-ever Hydrotonic drink available nationally in our priority markets."
7UP Revive, through which the company is building its hydration portfolio, will be available in 500ml PET bottle and 200ml RGB pack. It will join other products in the portfolio which include 7UP Nimbooz and 7UP Nimbooz Masala Soda.
The introduction of 7UP Revive will be done using a new thematic television commercial which talks about the product proposition. This would be supported by on-air and outdoor campaigns along with massive consumer sampling.
The latest drink will add to the company's existing portfolio which includes other soft drink brands such as Pepsi, Miranda, Mountain Dew and Dukes.
