But the new 10-calories sodas, which were tested in select markets this year, are being marketed to both men and women.
Unlike traditional diet sodas that use only artificial sweeteners and have zero calories, Dr Pepper Snapple Group Inc. says its 10-calorie sweetener mix has just enough high-fructose corn syrup to overcome any reservations people might have about the weak or cloying taste of diet drinks. And by taking away most the calories — a can of regular typically has about 150 calories — the company is washing away much of the guilt.
Dr Pepper isn’t alone in trying to redefine the image of diet soda. With soda frequently blamed for fueling obesity rates, executives at Coca-Cola Co. and PepsiCo Inc. are also convinced that producing better-tasting diet sodas can reverse a steady decline in overall soda consumption that began in 1998. That’s despite the growing number of options soft drinks are competing with in the beverage aisle, such as flavored waters, sports drinks and teas.
Larry Young, CEO of Plano, Texas-based Dr Pepper Snapple Group, is confident the new lineup of 10-calories drinks can win back soda drinkers who quit or cut back to reduce their calorie intakes. Young noted that Dr Pepper Ten has already done the same since its launch last year.