PepsiCo has announced that it is launching Stubborn Soda, a naturally-flavored soft drink, in response to rising demands in the consumer market for healthier products.
The new beverage is sweetened with sugar cane instead of high-fructose corn syrup, the Wall Street Journal reports.
The company has not announced specific plans for vending machines providing the drink in retail locations. Caleb's Kola, however, another naturally-flavored beverage introduced by PepsiCo, is expected to be included in vending machines alongside the new beverage.
"Following our recent launches of Caleb's Kola and Mountain Dew Dewshine, we're continuing to explore the craft space with Stubborn Soda and its unique, contemporary flavor profiles," a PepsiCo spokeswoman told Ad Age.
"Introducing it on fountain with an engaging piece of innovative equipment offers consumers a new take on the traditional soft-drink experience while also creating value for customers."
Coca-Cola, PepsiCo's largest competitor, recently launched Coke Life, which also includes organic sweetener. The company began testing naturally-sweetened root beers at Chipotle locations around the country.
The Stubborn Soda brand is in the process of building partnerships with allied companies. Major franchise chains like Burger King are expected to begin testing the beverage.
PepsiCo was founded in 1965 and is headquartered in New York City.
