In what can best be described as “the last thing anyone needs,” Academy of Nutrition and Dietetics partner PepsiCo is targeting the Latino population with new “Pepsi Limón” — made “with real lime juice.”
Ad Age has details:
- “Pepsi will soon launch a new cola made with real sugar and lime juice that is aimed squarely at Hispanics. The idea came from an internal Latino/Hispanic employee group called Adelante, whose mission is to create a diverse culture within PepsiCo.”
- “The launch will be supported by in-store marketing, radio ads, PR, digital and sampling.”
- “Ideas from Adelante have a pretty good track record. According to a 2011 story posted on hispanicprblog.com, the group has played a role in bringing several PepsiCo products to the market, including Flamin’ Hot Cheetos and Tapatio-flavored Doritos and Ruffles.”
Sounds to us like PepsiCo is simply exacerbating health disparities. And, once again, by taking money from the soda industry, AND is condoning and acting as a passive participant in this latest development.