Past findings do not seem to indicate that there is a consistent preference for Coke or Pepsi in any condition

The Pepsi Paradox: A Review. George Van Doorn, Beyon Miloyan. Food Quality and Preference, https://doi.org/10.1016/j.foodqual.2017.11.007

Highlights
•    A neural explanation for the Pepsi Paradox is outlined.
•    The evidence for the Pepsi Paradox is highlighted and reviewed.
•    None of the existing research has provided sufficient evidence for the existence of the Pepsi Paradox.
•    Past findings do not seem to indicate that there is a consistent preference for Coke or Pepsi in any condition.

Abstract: The Pepsi Paradox refers to the observation that Pepsi is preferred to Coke in blind taste tests, despite Coke being regarded as the more successful brand. We begin by describing the origins of the Pepsi Paradox. We then outline a neural hypothesis for why it occurs. Next, we carefully assess the published behavioural studies related to the Pepsi Paradox, and on people’s ability to distinguish colas by taste. We conclude that the existing research has failed to provide sufficient evidence for the existence of the Pepsi Paradox. In fact, there does not even seem to be a consistent taste preference for either beverage in the reviewed studies.

Keywords: Coca-Cola; Coke; Identification; Preference; Taste; Choice; Consumer; Brand