PepsiCo, Purchase, N.Y., announces the launch of STARRY, a lemon lime-flavored carbonated soft drink bursting with lemon lime flavor that delivers a crisp, refreshing bite, the company says. STARRY in Regular and Zero Sugar versions is available now at U.S. retailers and foodservice outlets nationwide.
The demand for lemon lime-flavored soda is on the rise, with category growth accelerating since 2019, the company says citing internal studies as well as data from Chicago-based Information Resources Inc. (IRI) for the fiscal years of 2017-2021.
STARRY, using the tag line, “STARRY Hits Different,” brings a new lemon lime flavor to the mix for a consumer who is simultaneously optimistic about the future and brings a sense of irreverence to their everyday, it adds.
“At PepsiCo, we are hyper-focused on consumer centric innovation, and we know there’s a strong demand for lemon lime flavored soda with the category continuing to accelerate,” said Greg Lyons, chief marketing officer at PepsiCo Beverages North America, in a statement. “With one product dominating the category, consumers deserve another option ― one that hits different. STARRY is bright, optimistic, and rooted in culture and fun.”
Created by a best-in-class product innovation team, STARRY is easy-to-drink, optimally sweet, and delivers both an exceptional taste and flavor experience, according to the company. STARRY is caffeine-free and is available in a variety of sizes.
“With STARRY, we were able to create a game-changing recipe with the perfect balance of lemon lime flavor and sweetness compared to the competition,” said Danielle Barbaro, vice president of research and development (R&D) at PepsiCo Beverages North America.
In the coming months, the STARRY brand will make a series of announcements about its marketing plans, including a national TV commercial, 360 digital and social content and large-scale sports, culture, and entertainment partnerships.