03 Feb 2012 Three new billion-dollar brands for PepsiCo

“PepsiCo is a global food and beverage company with products that are loved and consumed around the world more than a billion times a day.

“Our ability to accelerate the growth of our billion-dollar brand portfolio with Diet Mountain Dew, Brisk and Starbucks reflects the success of our product marketing and innovation initiatives, the strength of our joint venture partnerships and the power of our distribution systems.

“It’s a proud achievement shared by the entire PepsiCo family, and we remain laser focused on continuing to strengthen and grow our entire global brand portfolio,” said PepsiCo chairman and CEO, Indra Nooyi.

First introduced in 1988, Diet Mountain Dew became the company’s eighth carbonated soft drink brand to reach the billion-dollar annual retail sales milestone. Diet Mountain Dew, which has achieved record levels of fan engagement via NASCAR driver sponsorships, college basketball and other consumer programs, has seen volume more than double in the past 10 years. In the US, Diet Mountain Dew is the number one 20oz diet soft drink, by volume, in the profitable convenience and gas retail channel.

Brisk has seen particularly strong growth in the US, with approximately 30 percent volume growth over the past three years. Brisk, which recently kicked off its multi-media Star Wars partnership, is sold under the Pepsi Lipton Tea Partnership, a successful joint venture formed between PepsiCo and Unilever in 1991 focused on manufacturing and marketing ready-to-drink tea beverages.

PepsiCo, through the Pepsi Lipton Tea Partnership, is the RTD tea category leader in several markets around the world, including the U.S. and Western and Eastern Europe.

PepsiCo and Starbucks largely created the North American RTD coffee category in 1994 when they formed the North American Coffee Partnership, a successful joint venture under which PepsiCo manufactures and distributes Starbucks RTD, single-serve coffee beverages.

The Starbucks brand is the clear leader in its category, with more than 90 percent share of the RTD coffee segment in the U.S. In addition to bottled Frappuccino beverages, the largest product line in the Starbucks RTD portfolio, PepsiCo has successfully introduced new product innovations such as Starbucks Doubleshot Energy+Coffee.

The growth of Diet Mountain Dew, Brisk and Starbucks RTD beverages gives PepsiCo 14 billion-dollar beverage brands. According to Information Resources data, PepsiCo has three of the top six food and beverage trademarks in retail sales in the US, with its Pepsi-Cola, Mountain Dew and Gatorade brands. PepsiCo also has eight billion-dollar food brands, the largest of which is Lay’s. The growth of the Lay’s portfolio has been driven by expansion in many international markets, including several key emerging economies like Russia, where Lay’s is getting ready to celebrate its 20th anniversary.

The company’s billion-dollar brand portfolio is comprised of: Aquafina, Brisk, Cheetos, Diet Mountain Dew, Diet Pepsi, Doritos, Fritos, Gatorade, Lay’s, Lipton, Mirinda, Mountain Dew, Pepsi, Pepsi Max, Ruffles, Quaker, 7UP (outside the US), Sierra Mist, Starbucks RTD beverages, Tostitos, Tropicana and Walkers.

Source: PepsiCo