Business Notes Beverages

Will consumers swallow a clear cola? Pepsi thinks they might and is considering a colorless version of its regular cola. Colas are dark only because bottlers have traditionally added caramel coloring. But Pepsi suspects that the dark brown hue may be too heavy for baby boomers, many of whom prefer the light and the natural. Regular colas have run into increasing competition from so-called new-age beverages, which usually have light, fruity flavors. But before Pepsi takes the plunge, the company plans to do some careful market testing. The clear beverage would not replace regular Pepsi, and it might have a somewhat different flavor. Meanwhile, archrival Coca-Cola is reportedly studying a clear version of its Tab diet cola.