After winning the Baicao flavor, PepsiCo acquired 26.8 billion functional beverage companies

After winning the Baicao flavor, PepsiCo acquired 26.8 billion functional beverage companies
After the acquisition of Baicao, PepsiCo took another major step.PepsiCo announced that it has reached an agreement to 38.Acquired US functional beverage brand Rockstar Energy Beverages (referred to as “Rockstar”) for US $ 500 million (approximately RMB26.8 billion).If approved by the regulator, the transaction is completed in the first half of 2020.According to public information, Rockstar was established in 2001. Its products focus on low-emission, sugar-free, and organic concepts. It currently covers 30 countries and regions.Its products have 37 flavors, in addition to common lemon, strawberry, orange, cherry and other flavors, as well as marshmallows and other novel flavors.In fact, Pepsi and Coca-Cola are two big cola giants who are fully interested in energy drinks.Coca-Cola Constant continues to overweight energy drinks, including the acquisition of Monster Beverage 16, the parent company of energy drink brands in 2015.A 7% stake will date it to the Chinese market.In 2018, Coca-Cola launched its own energy drink brand Coca-cola Energy.PepsiCo has advanced distribution agreements with Rockstar in North America since 2009.In addition to Rockstar, PepsiCo’s brand in the field of functional beverages also includes Shanlu, which was acquired in the early years.In the Chinese market, the functional beverage industry continues to expand.At the end of 2019, Huabin Group disclosed at the year-end market work meeting that the total stock of Huabin FMCG in 2019 was about US $ 24.1 billion, an increase of 6.2%; the functional beverage segment achieved US $ 23.6 billion, exceeding the historical sales estimate of US $ 23 billion.Among them, Red Bull’s vitamin functional drink was initially about 22.3 billion, an annual increase of 5%; War Horse energy-type vitamin drink replaced about 13.3 ten percent, an annual increase of 61%.The target proposed by Dongpeng Special Drinks in 2018 is to achieve the “10 billion target” in three to five years.Ramon Laguta, chairman and chief executive officer of PepsiCo, said that the company is injecting capital into the growing demand for functional beverages. This strategic acquisition will use PepsiCo ‘s resources to accelerate Rockstar ‘s performancePerformance, and can release the expansion capabilities of existing brands (such as Shanlu) in this field.Sauna, Ye Wang Wang Ziyang editor Li Yan proofreads Wei Zhuo