As expected, Pepsi-Cola has launched a mid-calorie version of its original cola.

Pepsi’s new mid-calorie cola, Pepsi Edge

The new soft drink, Pepsi Edge, rolls out late this summer. It contains 50% less sugar, carbohydrates and calories than Pepsi. The new drink has 70 calories and 20 grams of sugar in each 12-ounce can. A combination of Splenda and high fructose corn syrup was used to reduce the calories and sugar, the company said.

“The time is right, the proposition is strong and everyone we’ve talked to is ready for this idea,” said Dave Burwick, SVP and CMO, Pepsi-Cola North America, in a statement.

About 60 million consumers drink both regular and diet soft drinks. In the past two years, that number of “dual users” has grown 75%, leading to a potentially sizable target audience for Pepsi Edge, the company said.

Plans to promote the product are underway, said Dave DeCecco, a Pepsi spokesperson.

Coke is also planning a low-calorie, or mid-calorie, version of its cola and Cadbury Schweppes continues consumer research on a mid-calorie Dr Pepper product.

PepsiCo’s share of the U.S. soft drink market gained ground last year, while arch rival Coca-Cola lost share. Coca-Cola, the world’s largest soft drink maker, saw its share of the market drop 0.3% to 44%, while PepsiCo’s share rose 0.4% to 31.8%, according to Reuters, which cited a survey by beverage industry specialists.

As expected, Pepsi-Cola has launched a mid-calorie version of its original cola.

The new soft drink, Pepsi Edge, rolls out late this summer. It contains 50% less sugar, carbohydrates and calories than Pepsi. The new drink has 70 calories and 20 grams of sugar in each 12-ounce can. A combination of Splenda and high fructose corn syrup was used to reduce the calories and sugar, the company said.

“The time is right, the proposition is strong and everyone we’ve talked to is ready for this idea,” said Dave Burwick, SVP and CMO, Pepsi-Cola North America, in a statement.

Pepsi’s new mid-calorie cola, Pepsi Edge

About 60 million consumers drink both regular and diet soft drinks. In the past two years, that number of “dual users” has grown 75%, leading to a potentially sizable target audience for Pepsi Edge, the company said.

Plans to promote the product are underway, said Dave DeCecco, a Pepsi spokesperson.

Coke is also planning a low-calorie, or mid-calorie, version of its cola and Cadbury Schweppes continues consumer research on a mid-calorie Dr Pepper product.

PepsiCo’s share of the U.S. soft drink market gained ground last year, while arch rival Coca-Cola lost share. Coca-Cola, the world’s largest soft drink maker, saw its share of the market drop 0.3% to 44%, while PepsiCo’s share rose 0.4% to 31.8%, according to Reuters, which cited a survey by beverage industry specialists.