PepsiCo to launch elite water ‘Om’ | RetailDetail

PepsiCo to launch elite water ‘Om’

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


Komono wants to reach 10 physical stores this year

17/05/2018

Belgian accessory label Komono wants to double its number of physical stores to ten this year. “The stores are important to tell our story”, Anton Janssens and Raf Maes told De Standaard.

Suitsupply suffers losses because of expansion

15/05/2018

Dutch Suitsupply has experienced a decent turnover growth last year, but its net result tumbled below zero because of its huge investments. Nevertheless, that is the only way forward according to its founder, whose focus is still fixed on the United States.

Starting this Friday, Belgium has its own national e-commerce event

15/05/2018

Move over, Black Friday! This week, Belgium launches its own national e-commerce event as Jack & Jones, Kiabi, La Redoute, Sarenza, Tape à l'Oeil and Veritas organise the first Belgian Friday.

H&M is turning to algorithms to boost sales again

14/05/2018

In an effort to reverse the decline in its worldwide sales, H&M is using technology that will help the world’s largest clothing brand stock its stores more efficiently, sell more effectively and adapt more quickly to current consumer trends.

Zalando's profit wiped away in first quarter

08/05/2018

German online retailer Zalando saw its first quarter profit completely wiped away: last year's 5.1 million euro net profit turned into a 15 million euro loss. Turnover grew 22 %, investments being the cause for both.

Strong online growth for Hugo Boss

03/05/2018

German fashion brand Hugo Boss managed growth in every region in the first quarter. Group turnover grew 5 % to 650 million euro, partially thanks to strong web shop sales.