Diet Pepsi, known as Pepsi Light in some regions, is a sugar-free alternative to Pepsi, utilizing artificial sweeteners instead of sugar. Initially test-marketed as Patio Diet Cola in 1963, it was rebranded as Diet Pepsi the subsequent year, becoming the first diet cola distributed nationally in the United States and later expanding overseas.
Early History and Rise to Prominence
The introduction of Diet Pepsi was driven by changing dietary habits and preferences among Baby Boomers. Diet Pepsi competed primarily with The Coca-Cola Company's Tab in the 1960s and 1970s. However, with the introduction of Diet Coke in 1982, Diet Pepsi faced a principal competitor. By 1986, Diet Pepsi was the fourth highest-selling soft drink in America, holding a 4.3% market share.
In 2000, Diet Pepsi's market share was marginally higher at 4.7%, placing it seventh in the ranking, below Dr Pepper, Sprite, and Mountain Dew. As of 2010, Diet Pepsi accounted for 5.3% of all carbonated soft drink sales in the United States, ranked as the #7 soft drink brand by volume.
PepsiCo introduced other sugar-free cola drinks during the 1990s, including Pepsi Max in 1993 (primarily in Europe) and Pepsi One in 1998 (for the United States). Over the years, variations of Diet Pepsi/Pepsi Light have been introduced, incorporating flavors such as wild cherry, vanilla, lemon, and lime. Caffeine-Free Diet Pepsi, the first Diet Pepsi variant, was introduced in 1982.
Sweetener Modifications
Aspartame-Only Era
Originally, Diet Pepsi exclusively used aspartame as its artificial sweetener. Aspartame, also found in NutraSweet and Equal, has been a point of contention despite studies failing to establish direct links between the sweetener and adverse health effects in humans.
Read also: The Hoxsey Diet
The 2015 Reformulation
In August 2015, PepsiCo replaced aspartame with sucralose and acesulfame potassium in Diet Pepsi. This decision was driven by consumer concerns regarding aspartame. Cans of Diet Pepsi began listing acesulfame potassium alongside aspartame as ingredients. Acesulfame potassium is often used with other artificial sweeteners and is found in baked goods, chewing gum, and gelatin desserts.
PepsiCo stated that it was adding a "very small amount" of acesulfame potassium "to ensure consistency with every sip." John Sicher, editor and publisher of Beverage Digest, noted that the synergistic effect of mixing the two sweeteners was intended to maintain a constant level of sweetness, making the drink taste fresh longer.
Consumer Reaction and Market Impact
The 2015 reformulation led to negative online feedback from consumers who disliked the new taste. Diet Pepsi sales plummeted after the change. In response to consumer demand, PepsiCo announced in June 2016 that it would bring back the aspartame-sweetened version of Diet Pepsi in September, branded as Diet Pepsi Classic Sweetener Blend, featuring light blue packaging.
2018: Reversal and Return to Aspartame
Acknowledging the impact on sales, PepsiCo decided to revert entirely to aspartame for Diet Pepsi. By 2018, Diet Pepsi went "all-in on aspartame," reversing course and bringing back the original formula due to consumer preference.
Advertising and Promotion
From its inception, Diet Pepsi has been promoted using musicians, athletes, and actors. The first television advertisement to feature Diet Pepsi as a standalone product was "Girlwatchers," which focused on the cosmetic aspects of the beverage. In the late 1980s, Michael J. Fox appeared in commercials for Diet Pepsi. During the early 1990s, R&B singer Ray Charles was featured in a series of Diet Pepsi ads using the tagline, "You got the right one, baby!" Supermodel Cindy Crawford also became a celebrity endorser, starting with a 1991 television ad.
Read also: Walnut Keto Guide
Other Notable Formula and Flavor Experiments
New Coke
In 1985, The Coca-Cola Company introduced New Coke, a different formula of the popular soft drink for the first time in 99 years. After 79 days and reportedly receiving 1,500 angry calls a day, the company returned to the original formula, which has been called Coca-Cola Classic ever since.
Jones Soda's Thanksgiving Dinner
In 2004, Jones Soda sold limited-edition holiday beverages inspired by Thanksgiving dinner, including flavors such as Green Bean Casserole, Mashed Potato and Butter, Cranberry, and Turkey and Gravy Soda.
Sprite Remix
Available from 2003, Sprite Remix was one of The Coca-Cola Company's forays into flavoring, with "Berryclear," "Aruba Jam," and "Tropical" flavors. Though the drinks developed a following with some customers, the company discontinued the line in 2005.
Packaging and Branding
Diet Pepsi's packaging and logo have evolved since its introduction. In October 2008, PepsiCo announced a redesign of its logo and rebranding of many products, including Diet Pepsi. The blue and red Pepsi Globe logo became a series of "smiles." The Classic Sweetener Blend variety was distinguished by its use of the 2003-2006 wordmark along with the "smile" logo, and a light blue label background. By mid-2017, packages of Classic Sweetener Blend dropped the 2003 wordmark and began using the modernized wordmark instead.
Current Market Position
Despite fluctuations in formula and consumer preferences, Diet Pepsi remains a significant player in the carbonated soft drink market. PepsiCo continues to invest in its flagship brands, including Diet Pepsi, to reinvigorate sales and market share.
Read also: Weight Loss with Low-FODMAP