• February 27, 2008

Pepsi is rolling out Tava, a zero-calorie beverage with fruit-like flavors and vitamins E, B6, niacin and chromium.

Targeting "primetimers"--men and women between the ages of 35 and 49-- Tava is available in Mediterranean Fiesta, a black cherry citrus; Tahitian Tamure, a tropical berry blend; and Brazilian Samba, which mixes passionfruit, pineapple and lime.

Tava is rolling out nationally in February in 16.9-oz. PET bottles (suggested retail price: $1.49) and sleek 12-oz. can 4-packs (suggested retail price: $2.99).

--Nina M. Lentini