year after the launch of its "mid-calorie cola", PepsiCo has acknowledged that its Pepsi Edge brand is a failure and is killing the product. Even before it hit the shelves, the mid-calorie cola idea became controversial, drawing criticism from industry analysts and observers who said consumers wouldn�t understand how it differed from the company�s other diet products.

In April last year, marketing authority Al Ries wrote: "Edge, like rival C2, is a classic case of falling into the mushy-middle trap. Cola drinkers who want taste will continue to drink regular cola. Those who want low calories will continue to drink diet colas. Where�s the market for Pepsi Edge or C2?"... more