Pepsi brings Toma fruit drink to the UK

Pepsi Americas is relaunching its Central European fruit juice product Toma, following a packaging overhaul by London consultancy SiebertHead.

The Toma brand will receive limited distribution in the UK for the first time, as well as a full-scale relaunch in the Czech Republic, Slovakia and Poland. SiebertHead was appointed to the project following a pitch against a Czech consultancy at the beginning of the year.

‘Fruit juice is not drunk with breakfast in the Czech Republic, but as a relaxing drink in the evenings,’ says SiebertHead managing director John Parsons. ‘With the new design, we’re looking to move the brand towards the breakfast usage area, without losing the core usage.’

Toma products will be available later this month in specialist stores across the UK, targeting the growing expatriate population from the Czech Republic, Poland and Slovakia.