Pepsico launched Pepsi Limon last month

Pepsico launched Pepsi Limon last month

Dr Pepper Snapple Group (DPSG) is upping its focus on Hispanic consumers in the US as other soft drinks makers also target the demographic.

In a statement to just-drinks, DPSG said Hispanics are a big and fast-growing segment of the population, "and their buying power is fast-growing as well". The company said it is increasing marketing to Hispanic consumers across several of its brands.

The comments follow PepsiCo's rollout last month of Pepsi Limon, which the company said "was created with (Hispanic) consumer preferences in mind".

DPSG brand Dr Pepper will be a sponsor of the pre-show tour of this year's Premios Juventud awards, which honours Spanish-speaking celebrities and will air on Univision on 16 July. The tour will visit Miami, Los Angeles, San Jose, Houston and Chicago.