Pepsi OKs Pepsi One fall launch

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Pepsi-Cola Co., Somers, N.Y., said it plans a fall launch of new diet cola Pepsi One, which will use Sunett,a new sweetener approved for use in beverages today by the U.S. Food & Drug Administration. Coca-Cola Co. said it has no immediate plans for a U.S. soft drink using the sweetener, made by Nutrinova, Somerset, N.J., a division of Hoechst Group, Frankfurt. Pepsi said it will market Pepsi One in the U.S. along with Diet Pepsi. Pepsi One has a different flavor than Diet Pepsi and is sweetened with a blend of aspartame and Sunett. Advertising will be handled by BBDO Worldwide, New York, the agency for Diet Pepsi and Pepsi. The launch will be supported by print, point-of-purchase and sampling, followed by a TV and radio campaign in November.

Copyright June 1998, Crain Communications Inc.

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