PepsiCo uses data science to decide its next crisp flavour, now it could inform its marketing

Over the past five years PepsiCo UK has been working with prediction marketing startup Black Swan, using open online data to pinpoint which ingredients are tickling consumers’ palates. Now, it’s looking to scale the approach from product development and embed it into other areas of the business, like sales and marketing.
“Consumer demand has been fragmenting, this means they’re now looking to buy more individual, specific products tailored to their needs and any emerging