PepsiCo: The World's Biggest Functional Food Company

Summary

PepsiCo's announcement in October 2006 that it would be intensifying its focus on health and wellness reinforced the company's position at the cutting edge of developments in health. Of all the food and/or beverage companies in the Western world, only Danone has done more in this regard.
The company's strategy has seen it put health and wellness at the centre of everything it has done since the turn of the century, although the strategy was clearly emerging from the mid-1990s onwards.
The 10 case studies in PepsiCo: The World's Biggest Functional Food Company focus on well-known brands such as Tropicana, Naked, Gatorade, Propel, Quaker Oats and Frito-Lay. Thorough analyses of the marketing strategies and health communications used for each brand reveal how PepsiCo has transformed itself from a simple cola giant into the owner of some of the world's most interesting and successful health brands, with combined sales between them, at the retail level, of more than $10 billion (€7.9 billion).
Our second-to-none analysis, based on over a decade of primary research into healthy food and beverages, will give you unrivalled insight into the creation of the world's biggest functional food company.

As with all our case studies, this 63-page report has been compiled from in-depth interviews with the company's luminaries to provide you with:

• Insight into branding, marketing and pricing strategies
• Understanding of what aspects of the company's strategies have worked and why
• Understanding of product formats used and ingredients chosen
• Demonstration of the value of packaging innovation
• Colour illustrations of products
• Relevant market data

PepsiCo: The World's Biggest Functional Food Company is authored by Julian Mellentin - an acknowledged international expert on the business of functional foods and beverages and editor of New Nutrition Business.

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