In the late 1960s, PepsiCo made a brief attempt to capture a share of the chocolate beverage market. The company introduced Devil Shake in 1966, aiming to unseat Yoo-hoo, which had already established steady sales in delis and corner stores across New York.
Devil Shake appeared on shelves for less than a year before PepsiCo pulled the product. Archival advertisements from that time pitched the drink as a new, creamy alternative to traditional sodas. Customers, however, remained loyal to the familiar yellow Yoo-hoo bottles, which were a fixture in city bodegas and lunch counters.
Retailers on the Lower East Side at the time reported tepid sales, with some store owners recalling that few customers asked for Devil Shake by name. Yoo-hoo’s lower price and established presence among schoolchildren and families contributed to Devil Shake’s short run.
Today, Yoo-hoo remains available in most city groceries. The failed launch of Devil Shake is remembered as a case study in how regional habits and brand loyalty can outweigh the reach of national beverage companies.
As summer approaches and cold drinks return to outdoor tables, the city’s preference for certain staples, like Yoo-hoo, endures. For many, the yellow label still signals a childhood treat, while Pepsi’s attempt has faded into obscurity.