PepsiCo sets its sights on Gen Z with Starry, a Sprite competitor

PepsiCo has started rolling out its latest soda, a lemon-lime offering called Starry. In promotional materials, the beverage company said the product targets Gen Z consumers. Starry competes with Coca-Cola’s Sprite and is available in regular and zero-sugar versions. Promotional materials for Starry refer to the drink as a “purpose-driven brand built for Generation Z” and “a crisp, refreshing formula with a bite to win share and grow the category.” Starry’s packaging also said the soda is a “fun escape” that also takes “steps on sustainability.”