PepsiCo to launch elite water ‘Om’

  • Written by 
  • Published in Food
  •   
Featured PepsiCo to launch elite water ‘Om’

American drinks producer PepsiCo wants to launch a new brand of premium bottled water next year, to compete with eternal rival Coca-Cola's Smartwater.  The new product will get the name Om and is aimed at getting PepsiCo a higher margin.

Move onto attractive premium market

The American group is already active on the water market with Aquafina, which is aimed at the broad centre of the market, but that entails lower prices and lower margins. PepsiCo does not yet own a premium brand such as Evian or Perrier.

 

The premium market is very attractive though: according to research institute Symphony IRI the American market of sparkling and non-sparkling elite waters has grown by 8.6% in volume and 10.6% in sales. There has also been a lot of pressure on the classic sugary drinks of late as the war on obesity is going to the next level in the US and a lot of consumers are (partly) switching to other drinks.

 

Rival Coca-Cola is already active on the water market with the cheap brand Dasani and the more expensive Smartwater.  According to Beverage Digest, which published the news about the new premium water of PepsiCo, sales of Smartwater grew 16% during the first half of 2013, when compared to the previous year.


Questions or comments? Please feel free to contact the editors
AB InBev had disappointing third quarter

AB InBev had disappointing third quarter

31/10/2014

AB InBev's third quarter beer sales dropped 2.6 % while its turnover and EBITDA still grew albeit not as much as expected. Lousy weather is considered to be the main...

Growth for Pernod Ricard once more

Growth for Pernod Ricard once more

30/10/2014

After a miserable 2013-2014, French liquor manufacturer Pernod Ricard has managed turnover growth in this fiscal year's first quarter, despite a weak Chinese market.

Carrefour opens Carrefour Express in Luxembourg

Carrefour opens Carrefour Express in Luxembourg

30/10/2014

French retailer Carrefour has opened its first Carrefour Express (a city center formula) in the Grand Duchy of Luxembourg. Carrefour Belgium, which already has a bigger store in Luxembourg, will...

Iglo launches campaign against food waste

Iglo launches campaign against food waste

30/10/2014

Iglo has launched a campaign to bring food waste to the forefront. "Forever Food Together" should help motivate people to freeze food to help counter food waste.

Chiquita shareholders prefer Brazilian offer

Chiquita shareholders prefer Brazilian offer

27/10/2014

Rther than agreeing with Chiquita's merger with Irish competitors Fyffes, the American banana producer's shareholders preferred a deal with a Brazilian buyer - despite the merger finally being approved by...

ISIS chooses peaceful new name

ISIS chooses peaceful new name

24/10/2014

Belgian chocolate manufacturer ISIS has decided to change its name once again, not even 12 months after its previous name change. It will now be called Libeert, as a reference...

Guylian opens Chocolate Café in South Korea

Guylian opens Chocolate Café in South Korea

24/10/2014

Belgian chocolate brand Guylian has opened its first Asian "Belgian Chocolate Café" in the Lotte World Mall in Seoul, South Korea.

Picard to open 250 additional French stores

Picard to open 250 additional French stores

24/10/2014

French frozen-food chain Picard will open some 250 French stores in the next three years, and still aims to double the international share of its turnover.

Food wholesaler Huyghebaert (Prima, Cashwell) declared bankrupt

Food wholesaler Huyghebaert (Prima, Cashwell) declared bankrupt

24/10/2014

Belgian food wholesale company Huyghebaert has been declared bankrupt yesterday. The owner of chains Prima, Cashwell and Uw Buurtwinkel has had a turbulent year, ending in bankruptcy and a possible...

Tesco's profit down 92 % as scandal continues

Tesco's profit down 92 % as scandal continues

24/10/2014

British market leader Tesco has published horrible 6-months results: its British like-for-like turnover fell 4.6 %, while its turnover plummeted 92 %. The damages of the accounting manipulation were bigger...

Small Unilever turnover drop as "everything goes against us"

Small Unilever turnover drop as "everything goes against us"

23/10/2014

Unilever has struggled in its third quarter: European deflation, negative exchange rate effects, dwindling Chinese demand and weaker growth in emerging markets have pushed its quarterly turnover down 2 %.

Coca-Cola announces cost-saving measures

Coca-Cola announces cost-saving measures

22/10/2014

Disappointing results in its third quarter have prompted soda manufacturer Coca-Cola to announce huge restructuring measures. Obesity concerns have slowed down the company's growth.