I wonder if Big Tobacco cold use this argument?
We want to make a better product, but everyone wants the one that kills them.
And we have to do what the consumer wants.

I get the feeling that Pepsi are dipping their toes into the market to see what sort of share they can get while it is still young and evolving.

They can trumpet their willingness to get into being healthy and then cross sell that to keep shifting the other goods.

e.g. From Pepsi, the company that brings you Super Healthy Drinks, the new Diet Drink filled with addictive addetives.

People will associate the new Diet Drink with the proven Super Healthy drink, and buy lots of the Diet Drink that is cheaper to make and is way more addictive.

I see this as forward thinking and smart marketing.