Pepsi Expands The Pepsi Challenge

50 years ago, PEPSI® put its cola to the test and America agreed: Pepsi tastes better than Coke. Now, with growing consumer demand for great-tasting zero-sugar cola and definitive proof of Pepsi Zero Sugar's taste advantage in blind taste tests over Coke Zero Sugar, Pepsi set out to prove once again that its cola reigns supreme. The relaunch of The Pepsi Challenge saw Pepsi Zero Sugar dominate Coke Zero Sugar in taste, reinforcing it as the unequivocally preferred choice among zero-sugar drinkers across the country.

The Pepsi Challenge returns in 2026 with more nationwide stops - giving fans more chances to choose Pepsi Zero Sugar as the best-tasting zero-sugar cola.
The Pepsi Challenge returns in 2026 with more nationwide stops - giving fans more chances to choose Pepsi Zero Sugar as the best-tasting zero-sugar cola.
This year, The Pepsi Challenge invited over one million consumers nationwide to "sip, taste, and choose." Subsequent market performance solidified Pepsi Zero Sugar as the best zero-sugar cola in 2025 and the undefeated challenger in the zero-calorie category:

Taste Victory Confirmed: Pepsi Zero Sugar won 100% of The Pepsi Challenge national tour markets (including Coke's backyard – Atlanta!), achieving a consumer preference rate exceeding 60% across the US.
Consumer Impact: Over one million samples distributed across 34 markets, including major cultural events spanning sports, racing, food, and experiential engagements in 23 states plus Washington, D.C. – bringing the best-tasting zero-sugar cola experience directly to fans nationwide.
Accelerated Sales: The brand has achieved up over 30.8% Year-to-Date (YTD) sales growth in 2025.
Outpacing Competition: Pepsi Zero Sugar has nearly doubled the growth of the Zero Sugar Cola category YTD.
Market Share Gain: Pepsi Zero Sugar expanded its reach to more than one million additional households compared to last year, demonstrating significant growth in household penetration.
Building on this year's success, Pepsi will expand The Pepsi Challenge in 2026 with additional tour stops, more opportunities for consumers to taste for themselves, and new flavor experiences. Pepsi Wild Cherry Zero Sugar will join select stops, inviting fans to compare it directly with Coke Cherry Zero Sugar and further demonstrate Pepsi's taste superiority.

"At Pepsi, we're always up for a challenge because we're confident in how great our cola tastes – and, if this year's Pepsi Challenge tour is any indication – America agrees," said Gustavo Reyna, Vice President of Marketing, Pepsi. "We didn't just win The Pepsi Challenge in 2025; consumers told us loud and clear that Pepsi Zero Sugar is the boldest, smoothest, and best-tasting zero sugar cola. This momentum proves that when stripped of brand bias, people choose the better-tasting cola. Building on that energy, we're taking the Challenge to new heights in 2026 with more stops, and more product with the inclusion of our delicious Pepsi Zero Sugar Wild Cherry, which is quickly becoming a fan favorite among cola drinkers."

Fans should stay tuned to find out when The Pepsi Challenge is coming to their area and step up to confirm what we already know: when it comes to taste, Pepsi wins all day long.