Pop Music

What’s the newest battle in the ever-raging soda wars? Mix-ins. These are little packets of different flavorings that you can add to your favorite soft drink to make it taste like something else.

Pepsi is already testing its mix-ins, which come in cherry, berry and citrus, at selected Taco Bell and 7-Eleven outlets. “The mix-ins offer consumers an interactive experience and new flavor options without the need for additional equipment,” Vince Gennaro, president of Pepsi’s Fountain Beverage division, is quoted as saying in Advertising Age magazine.

Further, Gennaro reveals that his company is focusing on fizz in its fight to topple Coke. While the soft drink industry has been able to improve water quality, varying carbonation levels remain a problem. For example, the warmer the water feeding into a fountain system, the faster the soda goes flat.

“Carbonation is an attribute that affects the consumer’s perception of taste,” Gennaro told Ad Age. “It’s the last remaining quality issue.”

Coca-Cola is battling back with a contour cup--a plastic glass molded to reflect the famous Coke shape--and something called an “audiovalve,” which plays music when you press a can’s pop-top.