Of course, since Pepsi Raw is geared to a more health-oriented consumer, it makes perfect sense to "break the code" and list all the ingredients on the cola's container. In fact, not doing so would likely create a buying barrier among healthier-oriented shoppers who demand full-disclosure on food and beverage labels. The new cola has far-less calories, 90 calories per 300ml bottle for example, than Pepsi's other colas in the same size bottle, which have about 130 calories.
Pepsi's marketing director Bruno Gruwex is touting the new natural cola as the marketer's "most significant new product innovation in 15 years." In terms of breaking the cola mold for the bottler, we probably agree with him.
It's not like a wild band of hippies have just invaded PepsiCo though. The food and beverage company has been getting deeper into the natural and organic products categories over the last five years or so. Its Frito Lay snack food division has introduced organic potato and vegetable snack chips. It's created all natural snack products with far less salt, and with no preservatives or other artificial ingredients as well.