Coca-Cola’s classic spicy cherry soda makes comeback with extra caffeine

After Coca-Cola discontinued the Mr. Pibb brand in 2001, the beverage giant is re-releasing a revamped version of the classic 1970s soda with extra caffeine, a bold cherry flavor, and a new look.

Mr. Pibb was a popular spicy cherry soda that was in demand for almost three decades. It was initially introduced to US shelves in 1972 as “Peppo,” as a direct competitor of Dr. Pepper, but the name was changed to Mr. Pibb after a trademark infringement lawsuit.

In 2001, the formula was changed to become a “spicy cherry” flavor, and the brand was renamed Pibb Xtra.

Added caffeine kick

Now Coca-Cola says the brand’s new formula delivers an intense, sweet cherry flavor with hints of caramel and a lingering spicy finish.

Notably, it has 30% more caffeine than Pibb Xtra. 

Mr. Pibb has been developed for consumers “looking for flavor with a kick.” Mr. Pibb and Mr. Pibb Zero Sugar will be available in 12-packs of 12-oz. cans, as well as 20-oz. and 2-liter bottles (Mr. Pibb only).

It is returning to shelves in Florida, Chicago, Las Vegas, Michigan, and California, almost 25 years later, with a national rollout planned for 2026.

“Consumers have been asking for Mr. Pibb’s bold kick of cherry flavor for some time,” says Dane Callis, director, Sparkling Flavors, 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 “new-stalgic offering” will appeal to both “longtime fans revisiting a favorite and curious consumers seeking bolder flavors and a caffeine boost” in the fast-growing spicy cherry soft drinks category.

New packaging design

The packaging’s visual identity preserves the brand’s signature maroon color, with new eye-catching touches of gold and an exclamation point hinting at both its bold taste and extra caffeine content.

“When Mr. Pibb first launched, the packaging didn’t tell consumers what it was — it told them what it was not,” Callis adds. “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, Sparkling Flavors, Coca‑Cola North America, adds: “This is a brand people know and love, but there is also an entirely new generation that doesn’t know Mr. Pibb exists. The creative challenge for us was to lean into the brand’s lore and popularity while driving awareness and discovery. We tried to marry the old with the new, the fresh and fun with the familiar.”