In 1966, Pepsi released the Devil Shake, a chocolate-flavored drink marketed as a richer milk-based soda. However, Pepsi was known for cola so a chocolate milk-style drink didn’t naturally fit the Pepsi brand. In addition, it ran into production problems, didn’t have a long enough shelf life, and didn’t compete well against incumbent Yoo-Hoo who had strong brand loyalty and established distribution.
