In 2016, the Subway® brand in Great Britain transitioned to providing PepsiCo and Britvic beverages across their 2000+ stores. This new partnership focuses on encouraging healthier eating and drinking habits by providing a broader product range and significantly reducing the number of calories consumed in the out of home environment.
From July 2016 to July 2017i, PepsiCo and Britvic will help Subway® stores remove around 3.7ii billion calories from the diets of Great British consumers by nudging them towards low/no sugar beverages. That’s almost 2 million (1,702,327) calories from each Great British Subway® store!
“With a shared ambition and singular focus on encouraging healthier consumption habits, we have harnessed the expertise, flavour and innovation of brands such as Pepsi MAX and 7UP FREE to encourage people to switch from full sugar to low/no sugar beverage alternatives across Subway® stores." Mark Elwell, GM PepsiCo Beverages UK
The Subway® brand partnership is another great example of PepsiCo’s decade long commitment to only advertise low or no sugar cola variants by only promoting Pepsi MAX.
This work was recognised at the 2017 Sugar Reduction Summit Awards, with the Subway® brand winning the award for “Best Supply Reduction in Sugar”.
Nudging consumers to no/lower sugar:
- Approx. 1.7 billion of those 3.7 billion calories that will be cut from British diets will be down to Subway® store customers choosing no sugar Pepsi MAX or Diet Pepsi over a full sugar cola.
- Approx. 1.7 billion of those 3.7 billion calories that will be cut will be down to Subway® store customers choosing no sugar Pepsi MAX or Diet Pepsi over a full sugar cola.
- The Subway® brand is also cutting calories by switching from full sugar Lemon Lime carbonated soft drink to only offering ‘no sugar’ 7UP Free Lemon Lime - as a dispensed option; and reduced the overall calorie content by over 50% by switching the orange flavoured carbonated drink option to Britvic’s low-calorie Orange Tango.
- Subway® stores and Pepsi MAX work collaboratively to successfully engage with a Millennial audience to nudge them to choose the great taste of no sugar, Pepsi MAX through innovative campaigns with music artists like Stormzy and bespoke and interactive campaigns using Pepsi MAX branded cups and Blippar.
“We strongly believe there are still further significant opportunities for PepsiCo and Britvic to do in nudging the Subway® brand’s consumers further to make healthier choices both through product and dispense innovations and bespoke and powerful Pepsi MAX marketing campaigns.” Mark Elwell, GM PepsiCo UK Beverages.
In March 2017, Subway® stores launched in partnership with PepsiCo and Britvic an exciting new trial across 12 hospital sites which removed all high sugar beverages from their stores and replaced them with low/no sugar dispensed and bottle options. This trial will provide further insight into shifting consumer behaviour and sales impact to determine whether this trial is rolled out further.
[i] In July 2016, 2,195 Subway® stores in GB transitioned to PepsiCo and Britvic beverages which included low and no sugar varieties and non-carbonated varieties such as Lipton Iced Tea and Robinsons.