Dr Pepper launches Blackberry flavor

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Dive Brief:

• Dr Pepper is launching its first permanent offering in two years that combines the original Dr Pepper with blackberry flavor. 
• Dr Pepper Blackberry comes as blackberry-flavored carbonated soft drinks are growing more than two times faster than the category in terms of dollar sales during the last year, Keurig Dr Pepper noted in an email to Food Dive, citing Circana data. 
• The offering is the first permanent extension under the Dr Pepper brand since it launched Dr Pepper Strawberries & Cream in 2023. New flavor launches have been popular with Keurig Dr Pepper, Coca-Cola and PepsiCo as some consumers turn to other beverages, many of which are healthier.

Dive Insight:

Despite its age, Dr Pepper is looking to keep the fizz in the popular carbonated soft drink.

Last year, the 140-year-old soda brand became the No. 2 carbonated soft drink in the U.S. behind Coca-Cola, passing Pepsi. Dr Pepper has thrived by relying on innovation, patience and agile marketing. It also has posted eight consecutive years of dollar share growth in the carbonated soft drink category, according to Keurig Dr Pepper.

In an effort to maintain its momentum and keep the brand fresh, Dr Pepper is launching new flavors to attract consumers and build awareness. 

“Flavor innovation is a focus for Dr Pepper, driven by our vision of providing a beverage for every need, anytime, anywhere,” Brad Rakes, senior director for brand marketing at Keurig Dr Pepper, told Food Dive in an email. “This strategy includes expanding our lineup with new flavors, offering Zero Sugar options, and introducing indulgent varieties through both limited-time offerings and permanent additions — such as Dr Pepper Blackberry.”  

Rakes noted that while Dr Pepper is well known, there are people who still haven’t tried the beverage. New flavors can change that. Last summer’s Dr Pepper Creamy Coconut limited-time offering, for example, brought 4 million new consumers to the brand, he said. 

Keurig Dr Pepper also announced this week flavor extensions to some of its other brands, including 7UP Tropical, A&W Ice Cream Sundae and RC Cola Zero Sugar.

Competitors also have been active in updating their portfolios. Earlier this year, Coca-Cola launched an Orange Cream v variety that contains the taste of its iconic cola infused with orange and creamy vanilla flavors, while PepsiCo combined cherry and creamy vanilla flavors to launch Pepsi Wild Cherry & Cream.