Mr. Pibb

Mr. Pibb is a carbonated soft-drink brand created and marketed by The Coca-Cola Company. It was introduced in 1972 as Coca-Cola's answer to Dr Pepper, a well-established pepper-flavored soda. The product's immediate predecessor was Peppo, a beverage marketed as a "pepper-type soda" that Coca-Cola initially tested in the Memphis, Tennessee, market. The Dr Pepper Company objected to the name and filed a trademark-infringement lawsuit in June 1972. While the dispute continued, Coca-Cola altered the formula and launched the renamed Mr. Pibb in Jackson, Mississippi, and Waco, Texas, the latter being closely associated with Dr Pepper's origins. The naming dispute lasted several years. Peppo remained in limited production during the litigation, but Coca-Cola ultimately abandoned the name after further legal pressure, including a suit connected with PepsiCo, and sold its remaining Peppo inventory in 1975. Mr. Pibb then became the enduring identity of Coca-Cola's pepper-style soft drink. A sugar-free version appeared in 1973, although the diet line later changed substantially as the core brand was reformulated. In 1980, Coca-Cola reformulated Mr. Pibb and promoted the change with prominent "New Taste" labeling. The most consequential repositioning came in 2001, when a cinnamon-forward spicy-cherry formula replaced the original recipe in many parts of the United States. The product was marketed as Pibb Xtra, emphasizing a bolder flavor, and Diet Mr. Pibb was discontinued during the transition. Coca-Cola introduced Pibb Zero as the principal no-sugar replacement in 2005. During the Pibb Xtra era, Coca-Cola expanded the brand's presence through Coca-Cola Freestyle fountain machines. Freestyle variants included Pibb Xtra Cherry and Pibb Xtra Cherry-Vanilla, introduced in 2011, and Pibb Xtra Strawberry, introduced in 2018. These machine-dispensed flavors gave the brand access to restaurants and territories where Coca-Cola bottlers had particular distribution opportunities, including locations that did not serve Dr Pepper. The core product was also sold in cans, bottles, and two-liter containers. In October 2025, Coca-Cola restored the Mr. Pibb name and reformulated the beverage with additional caffeine. The relaunch followed the loss of Dr Pepper distribution rights by Reyes Coca-Cola, a Coca-Cola bottler serving substantial portions of the Midwestern and Western United States, creating a new distribution context for Coca-Cola's competing pepper-style drink. Mr. Pibb Zero Sugar replaced Pibb Zero. In early 2026, Coca-Cola added regional vanilla and peach variants, Thrillin' Vanilla and Punchin' Peach, with a stated plan for broader availability later in the year. The brand remains primarily a United States soft-drink property and is available in selected Coca-Cola Freestyle machines as well as conventional retail packaging.

The Coca-Cola Company entered the pepper-style soft-drink category in early 1972 with Peppo, a limited-market beverage promoted as a pepper-type soda. The initial test took place in Memphis, Tennessee. The Dr Pepper Company objected to the name and brought a trademark-infringement action in June of that year. Coca-Cola responded by changing both the product presentation and the name. A modified beverage called Mr. Pibb was introduced in Jackson, Mississippi, and Waco, Texas, with Waco selected in part because of its association with Dr Pepper's historical origins. Peppo continued to be produced in limited quantities while the legal dispute proceeded. In August 1975, after additional pressure over the name, including litigation involving PepsiCo, Coca-Cola agreed to stop using Peppo and sell the remaining inventory. Mr. Pibb became the continuing Coca-Cola brand in the category. The company also developed a sugar-free version, introduced in late 1973, although the diet offering did not remain constant over the brand's history. A significant recipe and marketing change occurred in 1980, when Coca-Cola reformulated Mr. Pibb and placed New Taste language prominently on the packaging. The brand later underwent a more extensive identity and flavor shift in 2001. In many United States markets, a cinnamon-forward spicy-cherry formula replaced the earlier version. Coca-Cola presented the product as Pibb Xtra, using the name and flavor profile to communicate a stronger alternative to ordinary cola. Diet Mr. Pibb was discontinued at that point, and Pibb Zero was introduced in 2005 as the later no-sugar counterpart. The Pibb Xtra period also broadened the brand's fountain presence. Coca-Cola Freestyle machines made it possible to offer Pibb variants in restaurants and other venues with programmable beverage dispensers. Pibb Xtra Cherry and Pibb Xtra Cherry-Vanilla appeared in 2011, while Pibb Xtra Strawberry followed in 2018. These variants were principally associated with Freestyle rather than a fully standardized nationwide packaged lineup. The machine platform also enabled Coca-Cola to place the brand in some locations where Dr Pepper was not served or was not bottled by the relevant Coca-Cola distributor. In October 2025, the company restored the Mr. Pibb name and announced another reformulation, this time including more caffeine. The change coincided with a distribution development involving Reyes Coca-Cola, whose loss of Dr Pepper distribution rights in much of the Midwestern and Western United States created a more favorable opening for Coca-Cola's competing brand. Pibb Zero was replaced by Mr. Pibb Zero Sugar. In early 2026, Coca-Cola added the regional Thrillin' Vanilla and Punchin' Peach variants, while stating that nationwide availability would follow later in the summer. The current range includes packaged bottles, cans, two-liter bottles, zero-sugar products, and selected Coca-Cola Freestyle offerings. Mr. Pibb remains primarily a United States brand within Coca-Cola's broader nonalcoholic beverage portfolio.

• 2026

  New vanilla and peach variants

  [1]Mr. Pibben.wikipedia.org

  Thrillin' Vanilla and Punchin' Peach debut regionally in packaged formats.

• 2025

  Mr. Pibb name returns

  [1]Mr. Pibben.wikipedia.org

  Coca-Cola restores the Mr. Pibb name, reformulates the drink with additional caffeine, and introduces Mr. Pibb Zero Sugar.

• 2018

  Pibb Xtra Strawberry launches

  [1]Mr. Pibben.wikipedia.org

  A strawberry variation is added to the Freestyle range.

• 2011

  Freestyle variants debut

  [1]Mr. Pibben.wikipedia.org

  Pibb Xtra Cherry and Pibb Xtra Cherry-Vanilla are added to Coca-Cola Freestyle machines.

• 2005

  Pibb Zero launches

  [1]Mr. Pibben.wikipedia.org

  Pibb Zero becomes the brand's principal no-sugar offering.

• 2001

  Pibb Xtra repositioning

  [1]Mr. Pibben.wikipedia.org

  A spicy-cherry formula replaces the original recipe in many US markets and the brand is repositioned as Pibb Xtra.

• 1980

  New Taste reformulation

  [1]Mr. Pibben.wikipedia.org

  The brand is reformulated and promoted with New Taste packaging.

• 1975

  Peppo name is abandoned

  [1]Mr. Pibben.wikipedia.org

  Coca-Cola agrees to discontinue the Peppo name and sell remaining stock after the naming disputes.

• 1973

  Sugar-free variety launches

  [1]Mr. Pibben.wikipedia.org

  Coca-Cola introduces a sugar-free Mr. Pibb variant.

• 1972

  Peppo enters a limited Memphis test

  [1]Mr. Pibben.wikipedia.org

  Coca-Cola tests Peppo, a pepper-style carbonated soft drink, in Memphis, Tennessee.

• 1972

  Mr. Pibb is introduced

  [1]Mr. Pibben.wikipedia.org

  Following a trademark challenge to Peppo, Coca-Cola introduces a modified drink under the Mr. Pibb name in Jackson, Mississippi, and Waco, Texas.

A mainstream Coca-Cola-owned pepper-style soft drink positioned as a bold, spicy-cherry alternative to cola and a direct competitor to Dr Pepper.

• Carbonated soft drink · 1972

  Mr. Pibb

  The core Coca-Cola pepper-style soft drink. The product was relaunched under the Mr. Pibb name in 2025 with a reformulated recipe containing additional caffeine. It is sold in cans, bottles, two-liter bottles, and selected Coca-Cola Freestyle machines.

• Zero-sugar carbonated soft drink · 2025

  Mr. Pibb Zero Sugar

  The current no-sugar version of the brand. It replaced Pibb Zero as part of the 2025 restoration of the Mr. Pibb identity and is intended to provide the brand's spicy-cherry-style profile without conventional sugar.

• Carbonated soft drink · 2001

  Pibb Xtra

  The name used for the brand during its long-running spicy-cherry era. Pibb Xtra replaced the original formula in many US markets in 2001 and was marketed as a bolder alternative to regular cola. The name was later superseded by the restored Mr. Pibb branding.

• Flavored carbonated soft drink · 2026

  Thrillin' Vanilla

  A vanilla-flavored Mr. Pibb variant introduced regionally in bottles and cans in early 2026. It was planned for broader availability later in the year and complements the core product rather than replacing it.

• Flavored carbonated soft drink · 2026

  Punchin' Peach

  A peach-flavored Mr. Pibb variant introduced regionally in packaged formats in early 2026. The product was described as part of the brand's expansion beyond its core spicy-cherry profile.

• 2025

  Restore the Mr. Pibb name and increase caffeineGeneration change

  Background

  The change followed a distribution-rights development involving Reyes Coca-Cola and Dr Pepper in parts of the Midwestern and Western United States.

  Action taken

  Coca-Cola restored the Mr. Pibb name, reformulated the drink with additional caffeine, and replaced Pibb Zero with Mr. Pibb Zero Sugar.

  Aftermath

  The brand returned to its original principal name while retaining the broader spicy-cherry positioning developed during the Pibb Xtra period.

  Source

• 2001

  Move to the Pibb Xtra spicy-cherry formulaGeneration change

  Background

  Coca-Cola sought to give its pepper-style brand a bolder identity and flavor distinction.

  Action taken

  A cinnamon-forward spicy-cherry formula replaced the original recipe in many US markets, and the brand was marketed as Pibb Xtra.

  Aftermath

  Diet Mr. Pibb was discontinued, with Pibb Zero introduced later as the no-sugar successor.

  Source

• 1972

  Rename Peppo after trademark challengeOther

  Background

  The Dr Pepper Company challenged Coca-Cola's Peppo name shortly after the limited market launch.

  Action taken

  Coca-Cola modified the formula and introduced the beverage as Mr. Pibb in additional test markets.

  Aftermath

  Peppo continued briefly in limited quantities, but Coca-Cola ultimately abandoned the name in 1975.

  • The Dr Pepper Company — Filed a trademark-infringement lawsuit concerning the Peppo name.
  • PepsiCo — Later filed its own suit concerning the drink's name.

  Source

• 2026

  Thrillin' Vanilla and Punchin' Peach introduced regionally[1]Mr. Pibben.wikipedia.org

  Product launch

  Two new variants, a vanilla flavor and a peach flavor, were introduced regionally in bottles and cans, with broader availability planned for later in the year.

• 2025

  Mr. Pibb name restored with a reformulated recipe[1]Mr. Pibben.wikipedia.org

  Product launch

  Coca-Cola restored the Mr. Pibb name, introduced a reformulation with additional caffeine, and replaced Pibb Zero with Mr. Pibb Zero Sugar. The move followed a change in Dr Pepper distribution rights involving Reyes Coca-Cola.

• 2018

  Pibb Xtra Strawberry added to Freestyle offerings[1]Mr. Pibben.wikipedia.org

  Product launch

  Coca-Cola introduced Pibb Xtra Strawberry as a Freestyle flavor variation.

• 2011

  Pibb Xtra expands its Coca-Cola Freestyle flavor range[1]Mr. Pibben.wikipedia.org

  Product launch

  Pibb Xtra Cherry and Pibb Xtra Cherry-Vanilla were introduced through Coca-Cola Freestyle machines, with related Pibb Zero versions also offered.

• 2005

  Pibb Zero launches as the no-sugar replacement[1]Mr. Pibben.wikipedia.org

  Product launch

  Coca-Cola introduced Pibb Zero after the earlier Diet Mr. Pibb line had been discontinued during the Pibb Xtra transition.

• 2001

  Pibb Xtra replaces the original formula in many US markets[1]Mr. Pibben.wikipedia.org

  Product launch

  Coca-Cola shifted many US markets to a cinnamon-forward spicy-cherry formula and repositioned the product as Pibb Xtra; Diet Mr. Pibb was discontinued during the change.

• 1980

  Coca-Cola reformulates Mr. Pibb and promotes a new taste[1]Mr. Pibben.wikipedia.org

  Product generation

  The brand received a reformulation and was marketed with prominent New Taste labeling.

• 1972

  Coca-Cola introduces Peppo as a pepper-type soft drink[1]Mr. Pibben.wikipedia.org

  Product launch

  The Coca-Cola Company introduced Peppo in a limited Memphis, Tennessee, market test as a pepper-style carbonated drink.

• 1972

  Trademark dispute prompts Coca-Cola to introduce Mr. Pibb[1]Mr. Pibben.wikipedia.org

  Lawsuit · Product launch

  After The Dr Pepper Company challenged the Peppo name, Coca-Cola modified the formula and introduced the renamed Mr. Pibb in Jackson, Mississippi, and Waco, Texas.

1. 1Mr. Pibben.wikipedia.org