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PURCHASE, New York - Just in time for summer, Pepsi-Cola has said it will launch a bright blue cola called Pepsi Blue to boost sluggish cola sales, Reuters reports.
The berry-flavoured cola is targeted to teens. Its launch will follow the mid-May launch of Coca-Cola's new Vanilla Coke.
Pepsi Blue comes in a clear plastic bottle with a transparent label that lets the bright blue color of the beverage show through. The drink's color is reminiscent of Windex, the window cleaner from S.C. Johnson & Son, according to Reuters.
Pepsi Blue will be available in 20-ounce and 1-liter bottles, and other sizes may follow, the company said.
Pepsi said it tested a variety of products before deciding on Pepsi Blue, which took nine months to create. The company said it might bring out other colored sodas in the future, though it declined to comment on them.
"We have very high hopes for this," said Gary Rodkin, the president and CEO of Pepsi-Cola North America. "It's going to be a winner, but I wouldn't want to peg a number on it," he said when asked about volume expectations.