CBS tapped into nostalgia when it launched the successful TV show “Matlock,” but the procedural crime show is not a reboot of the same-named show from the 1980s and 90s, but a new modern take. Nostalgia also is leaving its mark on the food and beverage market, and The Coca-Cola Co. is the latest to explore this thirst of products from before, but with a modern update.

This fall, The Coca-Cola Co. is reintroducing the iconic Mr. Pibb with a bold reformulation and rebranding of Pibb Xtra, designed to meet the tastes of today’s consumers, it notes. 

Mr. Pibb features an intense sweet cherry flavor with hints of caramel and a lingering spicy finish, the company says. With 30% more caffeine than Pibb Xtra, Mr. Pibb is crafted for consumers looking for sparkling soft drinks with a little extra caffeine, it adds.

Dane Callis, director of sparkling flavors for Coca-Cola North America, explains that the company saw how Pibb Xtra was resonating with consumers and took that influence with the reintroduction of Mr. Pibb.

“We are constantly monitoring the dynamic beverage landscape to discover opportunities to innovate, excite consumers and grow our business,” he says. “Mr. Pibb was originally launched in 1972 and has always held a special place with fans. In recent years, Pibb Xtra has shown signs of growth, and the momentum of the category is evident.”

The caffeine increase was to align with consumers’ interests, but remain within safe levels.

“Mr. Pibb has always been known for its bold, spicy flavor and distinctive kick,” Callis explains. “As part of our relaunch, we wanted to modernize the formula while staying true to what fans love most ― a unique taste experience. The caffeine level remains well within safe, regulated limits for soft drinks and contains about half the caffeine of a cup of coffee or energy drink, fulfilling an unmet need for a moderately caffeinated option in the category.”

Hitting shelves regionally in late-October, Mr. Pibb and Mr. Pibb Zero Sugar will be available in 12-packs of 12-ounce cans and 20-ounce bottles at participating retailers in the U.S. (West Coast, Midwest and Florida) with expansion to follow in early 2026. Mr. Pibb also will be available in 2-liter bottles.  

Callis explains that company has a comprehensive plan to rollout the carbonated soft drink.

“To celebrate the reintroduction of Mr. Pibb, the brand is unleashing fresh OLV creative, scroll-stopping social and digital content, high-energy sampling and experiential events, and bold OOH takeovers ― ensuring fans get their bold kick fix wherever they are,” he says.

Callis expects consumers will be excited to welcome back Mr. Pibb and Mr. Pibb Zero Sugar and could gain some new fans.

“Mr. Pibb has always had a loyal following, and we saw the perfect moment to bring it back in a way that feels fresh while still honoring the nostalgia that fans love,” Callis says. “The new recipe and relaunch give consumers more choice — whether it’s someone trying Mr. Pibb for the first time or a longtime fan revisiting a favorite. At the end of the day, it’s all about listening to our customers and making sure they can enjoy the drinks they want, when and where they want them.”