Food & Drink The 90s


Josta was a drink that was introduced in 1995 by PepsiCo. The soft drink was considered to be the first energy drink introduced by a beverage company. In 1999, PepsiCo wanted to change their corporate strategy, making them discontinue the drink after only a few years on the market.

Josta was described as a fruity drink containing guarana and caffeine. Consumers and fans of the drink tried to save the drink from being discontinued, even creating a website and petition.

Currently the petition to bring Josta back has around 4,000 signatures. People believe that it was not marketed properly and it was discontinued too early, believing that people who tried it, loved it!

Fruity, with spice and guarana.




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