PURCHASE, N.Y. – PepsiCo is looking to launch a line of craft fountain sodas, dubbed Stubborn Sodas, replacing the much-maligned high-fructose corn syrup with sugar in hopes of appealing to people who may shun big soda brands.

According to news reports, the line of fountain sodas, will include flavors like black cherry with tarragon, orange hibiscus, pineapple cream and agave vanilla cream. The push to develop a market for "craft" sodas comes as Americans have been cutting back on carbonated drinks generally, with people turning to a growing number of teas, waters and other choices in the beverage aisle.

Food and beverage executives say people are increasingly buying things they feel are natural or wholesome. The trend has also prompted Coca-Cola to introduce Coke Life, which is sweetened with a mix of sugar and the plant-derived sweetener stevia.

According to a report from the Associated Press, a PepsiCo representative said that Stubborn Soda is in an "incubation" phase and that company doesn't yet have any restaurant clients to announce.

"It's very new, they're still learning from it and reaching out," she told the news source.

PepsiCo says its Stubborn Soda line is a follow-up to its recent launches of Caleb's Kola and Mountain Dew Dewshine, which are sold in glass bottles and positioned as craft sodas.

For more on how craft sodas are generating fizz for retailers, read this article from our March issue.