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PepsiCo rubs Coca-Cola on energy drink pitch


The American giant is launching its Rockstar brand in France, bought at great expense in 2020, on a healthy “energy drinks” market.

Our biggest launch in France for ten years.

“According to Sébastien Le Mière, head of PepsiCo drinks in France, the eternal duel between the latter and his rival Coca-Cola does not end.

And even - after sodas, iced tea and coffee - it is picking up in intensity on one of the most dynamic fields of non-alcoholic drinks: that of energy drinks.

A market growing by more than double digits for three years in the world according to Euromonitor, and on which PepsiCo had struck a big blow last year by buying Rockstar for 3.1 billion euros.

Neither more nor less than the third player in the sector, behind the iconic Red Bull and Monster, 16% owned by Coca-Cola.

Read also: Pepsico offers Red Bull rival for 3.4 billion euros

A trump card in the “energy drinks” market that PepsiCo is preparing to bring down in France, with the launch planned for the fall of this brand created in 2001. Blend of caffeine, sugar, B & C vitamins, guarana and taurine, Rockstar is a heavyweight of the department.


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Source: lefigaro

All business articles on 2021-06-18

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