Starry
Starry is a caffeine-free lemon-lime flavored soft drink produced by PepsiCo.[1] Introduced on January 11, 2023, it succeeded the discontinued Sierra Mist brand, with PepsiCo positioning it as a refreshed option delivering a "crisp, clear burst" of flavor to compete directly with Sprite from The Coca-Cola Company.[2] The product is available in both regular and zero-sugar variants, emphasizing a bright, effervescent profile without artificial preservatives in its core formulation.[3] Marketed toward Generation Z consumers through irreverent, optimistic campaigns featuring slogans like "Hits Different," Starry aims to capture a demographic seeking distinct refreshment in the lemon-lime category.[4] Distribution expanded rapidly post-launch across the United States in cans, bottles, and fountain formats, reflecting PepsiCo's strategy to reinvigorate its citrus soda lineup amid stagnant sales of the prior brand.[2] While official descriptions highlight subtle formula enhancements for enhanced bite and clarity, consumer reception has centered on its familiarity to Sierra Mist alongside perceived marketing-driven appeal to younger audiences.[5] As of 2025, it remains a staple in PepsiCo's portfolio, with ongoing availability in major retail channels supporting its role as a core competitor in the unflavored soda segment.[6]History
Origins and development
PepsiCo developed Starry as a lemon-lime flavored carbonated soft drink to replace Sierra Mist, its longstanding competitor to Sprite and 7 Up, which had launched in 1999 but experienced declining market performance over time.[7][8] The decision to discontinue Sierra Mist stemmed from strategic efforts to revitalize PepsiCo's position in the lemon-lime category, where it trailed Coca-Cola's Sprite, prompting a full rebrand rather than a simple formula tweak.[9][10] Development focused on creating a "game-changing recipe" with enhanced lemon-lime intensity and a crisper profile, using high-fructose corn syrup as the primary sweetener, differing from Sierra Mist's later variants that incorporated cane sugar.[2][10] PepsiCo positioned the new product to target Generation Z consumers through irreverent, optimistic branding, with initial testing and previews occurring at the National Association of Convenience Stores trade show in Las Vegas in October 2022.[11][12] Starry officially launched nationwide in the United States on January 11, 2023, available in both regular and zero-sugar varieties at retailers and foodservice locations, marking PepsiCo's deliberate pivot to a bolder flavor and youthful marketing to recapture share in a stagnant category.[13][14] This rollout followed Sierra Mist's phase-out in late 2022, with PepsiCo emphasizing the reformulation's superior balance of sweetness and citrus notes as a key differentiator.[15][8]Launch and replacement of Sierra Mist
PepsiCo announced the launch of Starry, a new lemon-lime flavored soda, on January 11, 2023, positioning it as a direct competitor to Coca-Cola's Sprite.[16][17] The beverage was introduced with a reformulated recipe intended to offer a crisper lemon-lime taste and real fruit flavors, aiming to address longstanding consumer complaints about Sierra Mist's flavor profile.[8] This launch coincided with the discontinuation of Sierra Mist, PepsiCo's previous lemon-lime offering that had been available since its introduction in 1999.[16][10] Sierra Mist, which struggled to gain significant market share against Sprite over its 24-year run, was quietly phased out nationwide as Starry rolled out to retailers across the United States.[16][10] The replacement was driven by declining sales for Sierra Mist and PepsiCo's strategic decision to refresh its portfolio with a product perceived as more vibrant and marketable.[10] Starry debuted in 12-ounce cans and 20-ounce bottles, with initial distribution focusing on major U.S. markets before expanding broadly.[17] PepsiCo emphasized Starry's citrus-forward profile in marketing materials, claiming it provided a bolder taste compared to its predecessor.[8] The transition marked PepsiCo's first major overhaul of its lemon-lime soda line in over two decades, reflecting efforts to capture a larger slice of the category dominated by Sprite.[16]Product characteristics
Formulation and ingredients
Starry is a caffeine-free carbonated soft drink featuring a lemon-lime flavor profile, primarily sweetened with high fructose corn syrup to achieve its characteristic sweetness level of approximately 39 grams per 12-ounce serving.[18][19] The formulation emphasizes a crisp and refreshing taste through the use of citric acid for tartness and natural flavors derived from lemon and lime essences, distinguishing it from predecessors like Sierra Mist by aiming for a bolder citrus bite without artificial caffeine or colors.[19][2] The full ingredients, as listed on official product labeling, consist of:- Carbonated water (base for effervescence)
- High fructose corn syrup (sweetener)
- Citric acid (acidulant for flavor balance)
- Natural flavor (lemon-lime essence)
- Potassium benzoate (preservative to maintain freshness)
- Potassium citrate (pH regulator and flavor enhancer)
- Calcium disodium EDTA (sequestrant to protect against flavor degradation)