Pepsi Foods is planning to extend Slice, its one-decade-old mango-based soft drink, to another packaging format. The Slice brand, currently available only in glass bottles, will now be sold in cartons and PET bottles. The extension of Slice to cartons is likely to happen within the current calendar year itself.
According to industry sources Pepsi Foods may be extending its Slice brand to other fruit-based flavours including grape and strawberry.
Mangola, the other fruit-based beverage in the PepsiCo stable, has a healthy presence in Maharashtra. Mangola, originally a brand of Duke's, was acquired by Pepsi Foods when it officially stepped into the domestic market.
Earlier this year, Slice was advertised heavily through a high-profile communication exercise with a dabaa ke piyo tagline. Meanwhile, Tropicana packaged fruit juice, also from PepsiCo, has garnered a healthy 40 per cent share of the Rs 100-crore fruit juice market.