Pepsi® this week joined forces with global pop group Now United to introduce Pepsi black®, a new “Bold Taste, Bold Flavor” cola to countries in the Middle East and North Africa (MENA).

The popular band, made up of 14 singers and dancers from across the world, celebrated the debut of Pepsi black with a high-energy performance to an audience including a force of local fans, social influencers and media from across the region.

Available in three great-tasting flavors: Original Cola, Raspberry and Lime, Pepsi black appears on shelves from October* in new, boldly designed cans. Aimed at the new generation that thrives on new experiences, Pepsi black is for those who savor life to the fullest and are looking for no-sugar offering without compromising on taste.

For decades, Pepsi has harnessed the power of music to connect with generations of fans and elevate rising artists. The collaboration with Now United is the latest incarnation of giving true talent a global platform.

Introduced in 2017 by Simon Fuller, Now United band members hail from 14 different countries across the globe. The young star Shivani, represents India in the group and is already a fan favorite in the Middle East. The group also takes center stage in the international “For the Love Of It” Pepsi campaign.

Commenting at the launch of Pepsi black, Shivani from Now United, said, “It’s incredible to be back in the Middle East thanks to Pepsi. We all come from diverse backgrounds, but we share a bold passion for music and dance and are having the time of our lives going around the world, meeting fans and making friends. Pepsi have an unrivalled history of showing genuine commitment to new music artists and our partnership with them opens unique new experiences for us wherever we go. Being part of the Pepsi black launch here in the Middle East is a great stage for us to reach out to this amazing part of the world”.

Speaking on the introduction of Pepsi black in the region, Nadim Nakfoor, MENA Franchise General Manager and Senior Vice President, PepsiCo, said, “Joining forces with Now United has given us the perfect platform to celebrate the debut of Pepsi black; it’s a major moment for PepsiCo in MENA this year. Their unique talent, passion and bold performances embody the Pepsi black attitude of ‘living life without compromise’.  We’re eager to continue our longstanding support for music and creative expression and look forward to welcoming the 14 talented members of the band back to the region in the near future.”

As part of PepsiCo’s ‘Winning with Purpose’ agenda, PepsiCo is making it easier for consumers to choose lower-calorie options, through diverse solutions including category innovation, smaller portion sizes, and clear calorie labeling at point of sale. With products like Pepsi black, the company continues to enhance options by expanding its portfolio and providing more choice. Additionally, PepsiCo continues to reduce added sugars, sodium and saturated fat across its portfolio.

Pepsi black is available in modern trade, traditional retailers and eateries across KSA, UAE, Kuwait, Oman, Jordan, Bahrain, Libya and Morocco starting from October*. Pepsi black is currently available in more than 80 markets around the world.