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
ISIS chooses "peaceful" Libeert as its new name

ISIS chooses "peaceful" Libeert as its new name

24/10/2014

Belgian chocolate manufacturer ISIS has decided to change its name once again, within 12 months after its previous name change. It will now be called Libeert, as a reference to...

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 South Korea, in a Seoul shopping mall.

Picard will open 250 additional French stores

Picard will open 250 additional French stores

24/10/2014

French frozen-food chain Picard will open some 250 French stores in the next three years. It also wants 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 %. This goes to show that its profit numbers...

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.

McDonald's profit gets hammered

McDonald's profit gets hammered

22/10/2014

American fast food chain McDonald's experienced huge declines in the third quarter with enormous profit drops, while the CEO admitted that the chain struggled to boost its image.

Lavazza wants to buy Douwe Egberts' L'Or brand

Lavazza wants to buy Douwe Egberts' L'Or brand

21/10/2014

Italian coffee brand Lavazza is allegedly interested to buy the L'Or brand from DE Master Blenders. An official bid should be lodged in November, but there may be others who...

Delhaize will rethink restructuring

Delhaize will rethink restructuring

21/10/2014

After a conciliatory meeting, Belgian supermarket chain Delhaize has announced it will launch an adjusted proposal for its restructuring. Until then, unions have agreed there will be no more strikes.

Metro Group reaches own turnover forecast

Metro Group reaches own turnover forecast

21/10/2014

German Metro Group has managed to reach its 2013/2014 forecast, reaching a marginal like-for-like turnover growth of 0.1%.

Dutch vegetables avoid Russian boycott through Turkey

Dutch vegetables avoid Russian boycott through Turkey

17/10/2014

Dutch vegetable growers are avoiding the Russian boycott of Western items using a side-step through another country: Turkey.