Mr. Pibb, the spicy cherry soda known for its unique taste and devoted fan base, is set to return to select markets this month with a new look and reformulated recipe. The beverage, which was first introduced in 1972 and rebranded as Pibb Xtra in 2001, will be available again after nearly 25 years off the shelves in Florida, Chicago, Las Vegas, Michigan, and California. A national launch is planned for 2026.
The relaunched Mr. Pibb features 30% more caffeine than its previous version and an updated flavor profile that highlights sweet cherry notes with caramel undertones and a spicy finish. Both regular Mr. Pibb and Mr. Pibb Zero Sugar will be sold in various packaging options at participating retailers.
“Consumers have been asking for Mr. Pibb’s bold kick of cherry flavor for some time,” said Dane Callis, Director of Sparkling Flavors at Coca‑Cola North America. “If you go on Reddit, X and other social media , you’ll find conversations about the mystique of Mr. Pibb. Mr. Pibb has a feisty loyal following, so he’s coming back in a bold, fresh way.”
The relaunch aims to attract both longtime fans of the brand as well as new customers interested in bolder flavors and higher caffeine content within the growing spicy cherry soft drink category.
A redesigned visual identity maintains the brand’s maroon color while introducing gold accents and an exclamation point to emphasize its intensified taste and added caffeine.
“When Mr. Pibb first launched, the packaging didn’t tell consumers what it was — it told them what it was not,” Callis said. “Not root beer, not cola. It’s something unique and original, a bold rebel in a category of norms. Nothing fans know and love about Mr. Pibb has gone away, but we took steps to modernize its look for new consumers’ tastes and preferences.”
A.P. Chaney, Senior Director of Creative for Sparkling Flavors at Coca‑Cola North America stated: “This is a brand people know and love, but there is also an entirely new generation that doesn’t know Mr. Pibb exists. The challenge for us, creatively, was to lean into the lore and popularity of the brand while driving awareness and discovery. We tried to marry the old with the new, the fresh and fun with the familiar.”
