Pepsi has a new "ace in the hole": the Aroma Delivery System.
"As Beverage Daily reports, PepsiCo. received a patent earlier this year for a system by which gelatin capsules could be ruptured and broken at the moment a container is opened, “thereby releasing the aroma compound and causing a favorable aroma for the consumer.” The patent, filed in September 2011, proposes the capsules have a secondary wax or biopolymer protective coating that would prevent them from degrading during packaging and transport."
In a market already full of products and saturated of ideas, maybe this new feature could be successful. I hope to try it soon.