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Britvic has announced the launch of Pepsi Xtra Cold, a breakthrough innovation for the on-premise industry that enables draught cola to be served extra cold, extra refreshing and with a perfect taste every time. Pepsi Xtra Cold is delivered through a Britvic-patented dispense system, providing the perfect balance and consistency of carbonation, syrup mix and temperature to give consumers a flawless cola experience. Pubs and bars in the UK will be the first to benefit from the new innovation. Britvic developed Pepsi Xtra Cold in response to consumer research which found that taste and temperature were the most important aspects to customers buying cola in a pub or bar. The research revealed a need to provide consumers with a more consistent and premium experience of draught cola.The new four head bag-in-box (BIB) system is mounted on the bar to provide an impactful and space efficient font design which also heightens the presence of soft drinks in the on-premise environment. The syrup and water are cooled and mixed below the bar rather than in the glass as with traditional cola guns, ensuring the drink is served at the right temperature, taste mix and carbonation. The new system is also easier to clean and maintain than traditional post-mix dispense systems.