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Home » Media » Press Releases » pepsi

Duke’s flavours are back with a bang!

PepsiCo taps into regional brand nostalgiaBrings back Mumbai’s beloved Duke’s range

Mumbai, October 18, 2011: PepsiCo, India’s leading Foods & Beverage Company is all set to bring back Mumbaikars’ beloved Duke’s range of beverages. PepsiCo is re-launching the range in a cool and retro avatar to offer a piece of nostalgia to both its new and older fans. Duke’s will now be available in four flavours – Raspberry, Masala Soda, Gingerade and Ice cream Soda in 200ml retro style returnable glass bottles for Rs 10 and a 500ml PET bottle for Rs 25.

Being a 100-year old brand from the city, the new Duke’s range represents Mumbai’s spirit, which is a strong mix of tradition and modernity. It celebrates the heritage of Mumbai and echoes the same values of energy, strength and effervescence.

Speaking about the launch, Deepika Warrier, Director Marketing – Beverages, PepsiCo India said, “Duke’s much-celebrated flavours were once part of every Mumbaikar’s life and we are extremely pleased to bring these back this festive season. With the addition of this new range of refreshing beverages to our vibrant portfolio we look forward to further address pockets of opportunity and strengthen our regional presence. Backed by our robust distribution setup, easy accessibility at the right price and smart below the line support, we are confident that Duke’s will be back as a household name in Mumbai.

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"We are delighted to bring back Mumbai’s very own iconic brand, Duke’s in its new avatar! The brand has a strong base of loyalists in Mumbai who used to cherish these flavours; we are confident that these will not only take them down the memory lane but also appeal to consumers who are new to the Duke’s taste”, added, Sanjay Mishra, Executive Director-West Market Unit, PepsiCo Beverages, India.

Duke’s Masala Soda flavor will add an Indian twist to the carbonated drinks category. The unique Raspberry, Ice Cream Soda and Ginger flavours will offer a differentiated refreshment experience to the consumers. Duke’s Raspberry is already available in the Mumbai market and other flavours will be available in the next few weeks.

For further details, please contact:

Amalia Chawla / Ruchika Gupta / Tanvi Arora
Genesis Burson-Marsteller
PepsiCo India
Mob: 91-9899215065 / + 91-9873551248 / +91-9999046170
amalia.chawla@bm.com / ruchika.gupta@bm.com / tanvi.arora@bm.com