Blog: PepsiCo's 'drinkify' is no core strategy, but has Asian appeal
Andy Morton | 2 January 2013
The term 'Drinkify' popped up in a few end-of-year review lists, but it seems the new trend for “liquid snacks” apparently being pushed by PepsiCo's CEO Indra Nooyi is neither new nor trending.
The Financial Times flagged up the term last month after Nooyi mentioned it in an industry conference speech. The newspaper said PepsiCo was embarking on a strategy of combining its food and beverages to come up with products such as drinkable oatmeal. Before too long, other media picked up on the report and were running with the idea, often towards some rather imaginative Dr Moreau-style snack and drink hybrids. Think Pepsi-flavoured crisps or Frito-laced cola, if you dare.
Turns out PepsiCo have been thinking along these lines for some time now, since at least 2010, when it bought Russian dairy, baby food and juice manufacturer Wimm-Bill-Dann, a company spokesperson told me. The FT report “was wrong and taken out of context”, the spokesperson said. “The background is that it's not a core strategy. It was just a one-liner at a beverage conference.”
That's not to say we'll never get the chance to try out Diet Frito Pepsi, though we may have to live in Asia. Innovation is a big deal to PepsiCo in developing markets, as shown by the opening of a US$40m research & development centre in Shanghai in November.
The company is proud of the brand loyalty it has built up in China through aggressive marketing and hopes combining those brands can bring exponential rewards. Tastes in Asia differ from PepsiCo's core US market - check out these cheese lobster Lays - and it will use the R&D hub to test what works and what doesn't. Maybe cheese-flavoured soft drinks is just what the region has been waiting for.
A couple of months ago, US-based Saltwater Brewery developed 'edible six-pack rings' in an effort to curb threats to wildlife....
Last month, SPI Group unveiled its latest advert for Stolichnaya in the US. Its an amusing little number that caries the instruction: Drink what you want. The “I am man” ad looks to distance Millennia...
Who do you work for? I ask, merely to draw your attention to just-drinks’ company pages....
This weekend sees yet another “International Day” for a drinks category. Lucky us. Anyway, ahead of Sunday’s International Cachaça Day, here’s a wealth of information on Brazil’s national spirit, cour...
- Diageo's Q4/FY 2016 results - Preview
- Diageo's FY performance by region - Focus
- Wine consumption and its health effects
- Time to take stock of Constellation's Corona
- Can craft breweries compete in lager arena?
- Diageo sets sights on alcohol-alternative trends
- SABMiller puts brakes on A-B InBev integration
- Diageo names new TR head as Doug Bagley exits
- "We tried to make Bushmills hot" - Diageo CEO
- Brexit "not a big deal" for Scotch - Diageo CEO
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global travel retail insights - market forecasts, product innovation and consumer trends