Starry (drink)

Introduction

Starry is a refreshing lemon-lime soft drink introduced to the United States market by PepsiCo in January 2023. This effervescent beverage was developed to rival other popular lemon-lime sodas, such as The Coca-Cola Company's Sprite and Keurig Dr Pepper's 7 Up, and to carve out a niche for PepsiCo in the expanding lemon-lime category.

Background

The launch of Starry marked a strategic shift for PepsiCo, as it replaced Sierra Mist as the company's primary lemon-lime flavored offering. Despite PepsiCo's efforts, Sierra Mist struggled to gain significant market share within the competitive lemon-lime segment, which ultimately led to the development of the new Starry brand.

Features

One of the key features of Starry is its caffeine-free formulation, making it an appealing option for consumers seeking a zesty, thirst-quenching beverage without the stimulant effects of caffeine. Recognizing the growing demand for healthier alternatives, PepsiCo introduced Starry in two distinct varieties: Regular and Zero-Sugar. The Zero-Sugar variant caters to health-conscious consumers who desire a flavorful soda without the added calories and sugar content typically associated with carbonated soft drinks.

Market Impact

PepsiCo's Starry is expected to energize the lemon-lime soft drink market and offer a fresh, innovative option for consumers seeking a new taste experience. With its distinctive branding and targeted marketing efforts, Starry is poised to capture the attention of soda enthusiasts across the United States and potentially beyond.

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