Carlsberg Britvic has added Pepsi Max Tropical to its portfolio of drinks, designed to meet the growing consumer demand for new flavour options.

Alongside the new launch, Pepsi Max underwent a £218m rebrand which is set to hit shelves this January.

The move aims to improve the brand’s shelf presence by introducing clearer design, stronger colour cues and distinctive fruit flavour icons.

The business said it was a strategic business move to maintain engagement among Gen Z shoppers and boost retail sales.

David Laidler, brand director of carbonates at Carlsberg Britvic said: “The evolution of our Pepsi Max flavour range reflects our commitment to staying ahead of changing shopper expectations.

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“Combining bold innovation with a refreshed identity allows us to enhance the consumer experience and strengthen the brand’s role within the wider category to support retail sales.”

To support the new launch, Pepsi is giving retailers campaign assets, shopper POS (point of sales) materials and a free trial case of the Tropical flavour.

The new flavour alongside the upgraded packaging across Cherry and Lime will be available from today (26 January) at grocery, convenience and wholesale channels.

The brand will also be launching a marketing campaign across billboards, social media and digital media in April and May.