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Advertising push propels Pepsi into UK grocery top 10

  • By Luke Bishop
  • Published 04/23/2012

Live music promotions and campaigns featuring the world’s greatest footballers have boosted the Pepsi brand into Britain’s top ten biggest-selling grocery brands for the first time, and is now the fastest growing food and drink brand in the country.

Sales of Pepsi Max, Pepsi and Diet Pepsi hit almost £330million last year according to data released by Nielsen, which tracks purchases at checkouts across the country. Double digit value growth of 10.1% means the over-arching Pepsi brand is now the fastest growing of Britain’s top ten grocery brands.

The introduction to the UK of 250ml cans, which aid portion control, boosted retail sales in 2011 and the sugar free cola Pepsi Max – which tonight (Wednesday 4th) launches a new multi-million pound advertising campaign featuring Lionel Messi, Didier Drogba, Fernando Torres and Frank Lampard – dominates the Pepsi portfolio and is the only brand actively marketed in the UK.

Commenting on the top ten placement for Pepsi, Garrett Quigley General Manager at PepsiCo Beverages UK and Ireland, said:

“Every brand is now operating in one of the UK’s toughest ever trading periods so, against that back drop, it’s quite an achievement for Pepsi to break into the top ten grocery brands for the first time.

“This is the second year of double digit growth for the brand that means, of the top ten, we are the fastest growing. With more outstanding marketing and product innovation we hope to continue that trend.”

About the Author: Luke Bishop is a writer and fan of live music.



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