i has a pespiPepsi’s big new idea – launching later this year apparently – is PEPSI RAW. Guess what this could possibly mean and then find out:

The gimmick is that rather than being made with fructose corn syrup it will be made with cane sugar. I’m not sure what the product benefit is going to be – not health, surely, so I guess this is about “real-ness” and organic-ness. Those are good buttons to press, but I’m still not sure this will work. Pepsi is notoriously oversweet anyway – there’s a reason Pepsi Max has overtaken the parent brand, and even that is more than a bit cloying – so going “I CAN HAS SUGAR” might be a bit offputting.