PepsiCo expands bubly brand with new flavor-forward bubly burst

Unlike the original bubly, bubly burst is sweetened in order to help pack an extra flavor punch.

A ‘pop of personality’

Demand for healthier alternatives to soda is helping drive the sparkling water category forward. And yet for many consumers, the jump between soda and sparkling water is still just a bit too far: with sparkling water typically offering more subtle flavors and more elegant branding than the average soda.

bubly launched in the US and Canada in 2018, bringing a soda-like ‘pop of personality’ to the sparkling water aisle with its mission to ‘shake up the sparkling water category’.

That sets it apart from other bottled water brands in the PepsiCo portfolio (LIFEWTR is an unflavored, premium water brand purified with electrolytes and identified by its artist collabs​; while SodaStream ​has its own at-home focus), with bubly very much targeted as a fun-loving, Gen Z and millennial brand.

That playful personality also sets it apart from competitors outside of PepsiCo.

The original bubly drink does not contain sweeteners and is packaged in cans. Flavors include limebubly, grapefruitbubly, strawberrybubly, lemonbubly and more.

Since its US launch, bubly has become the ‘#1 sparkling water brand in awareness, and the #1 most preferred sparking water brand in the marketplace’, according to Kantar Brand Mind Share 2023 Annual Report.

Newcomer bubly burst, however, is sweetened with a mix of sucralose and Ace-K, and is packaged in PET bottles. It comes in six flavors: triple berry, peach mango, watermelon lime, pineapple tangerine, cherry lemonade and tropical punch. All come in at under 10 calories, and are packaged in 100% recycled PET single serve 16.9oz bottles.