Pepsi is moving towards health drinks and this will be reflected in its upcoming products that are to hit the markets this year.

Akash Malik, vice-president, Pepsi, Gujarat operations, told Business Standard that the shift from cola to health drinks was nothing but a reflection on change in the taste of consumers.

The shift in choice of soft drink by the consumers in general has prompted both the soft drink giants, Pepsi and Coca-Cola, to come out with juice-based drinks, a likely new battleground for the cola majors.

The branded juice market in the country is estimated to be of Rs 1,200 crore (Rs 12 billion) in value terms, which is broadly shared among Coca-Cola, Pepsi and Dabur [Get Quote] Foods.

Maaza from the Coca-Cola stable has the largest share in this segment, while Slice from Pepsi occupies the next position. Coca-Cola launched another fruit-based, orange pulp drink early this year, and the new drink is doing well in the market.

Malik said the shift was not going to affect the flagship cola products much as those drinks had their own markets. "It's just that the awareness level has improved and the consumers prefer fruit drinks to fizzy cola drinks," he added.

The cola giant may launch its juice-based drink in either western or southern region. Coca-Cola recently launched its new products in Andhra Pradesh, Tamil Nadu and Karnataka.