Dr Pepper launched Dr Pepper Zero Sugar (DPZS) in 2021, a delicious new offering that celebrates the one-of-a-kind blend of its signature 23 flavors in a zero sugar soda that delivers the flavor consumers deserve. Within the first year of launch, the DPZS platform, driven by the flagship DPZS Original, delivered over $70 million to the convenience channel, catapulting to the No. 2 Zero Sugar Platform nationally. DPZS was designed for and has successfully attracted younger consumers into the CSD category, with 11% of DPZS dollar sales coming incrementally to the CSD category nationally. DPZS is exceeding consumer taste expectations, with over 50% of triers repeating purchase within the first year. Packaging was intentionally developed to follow dark CSD category norms with black logo cues and a black cap, synonymous with zero sugar in the CSD category and providing differentiation from regular and diet variants. From research, DPZS packaging is easy to read, highly liked by millennials and Hispanics and communicates the product benefit of zero sugar well. DPZS is building upon the success of Dr Pepper & Cream Soda’s 2019 launch, which was recently named the No. 1 Pacesetter in Food & Bev by IRI and the No. 2 Pacesetter Product in Convenience.
Since 2017, Dr Pepper has grown +1.7 dollar share points in convenience and is the only CSD to deliver consistent share growth over the last five years. DPZS delivered almost 40% of the zero sugar CSD growth for the convenience channel in its first year of launch. Within the first year, DPZS 20-ounce has the fifth highest dollar velocity among 20-ounce zero sugar CSDs in convenience. Line priced with the existing Dr Pepper, the 20-ounce offering is a well-known package that satisfies on-the-go occasions. With over 30% of CSD treat occasions occurring away from home, it is critical that we have the right flavors in the easy portability of a resealable bottle to satisfy consumer needs. With proven success in food pairings like salty snacks and hot foods like pizza and burritos, shoppers can easily satisfy their meal and snack occasions within convenience.