Coca-Cola Revives Mr. Pibb After 24 Years

Atlanta, GA

Coca-Cola has brought back the Mr. Pibb brand, reviving a beloved soft drink after a 24-year absence. The company hopes to capture the nostalgia of older consumers while also appealing to younger generations.

Mr. Pibb was last available in 2021 when it was replaced by a reformulated version named Pibb Xtra, which was primarily sold in the southern United States. However, Coca-Cola’s director of sparkling flavors, Dane Callis, recognized a demand for the original brand.

“Consumers have long called for the Mr. Pibb brand to return,” Callis said. “We realized we were missing out on the popularity of ‘new-stalgia.’”

The new Mr. Pibb has a tweaked formula, boasting a 30 percent increase in caffeine content. The original version contained about 40 milligrams of caffeine, while the revived recipe now has 54 milligrams. In contrast, a regular cup of coffee has around 100 milligrams of caffeine.

Callis emphasized that although the caffeine content has increased, the essence of Mr. Pibb remains the same. “The spirit and persona of the brand has not changed; it’s simply a reformulation,” he stated. Pibb Xtra will no longer be available, as Coca-Cola focuses on the revitalized Mr. Pibb.

Mr. Pibb is known for its similar taste profile to Dr. Pepper, with cherry and caramel flavors that are most prominent, along with a hint of vanilla.

The return of Mr. Pibb resonates with consumers who cherish memories of enjoying the drink during their youth. As modern snacks and beverages continue to evolve, the nostalgia of the past remains a powerful connection for many.