Britvic has completed its acquisition of the Extra Power energy beverage brand from GlobalBev and will acquire three additional Brazilian brands as part of the deal.
In addition to Extra Power, Britvic will acquire energy brand Flying Horse, juice brand Juxx and acai smoothie brand Amazoo from GlobalBev.
The acquisition enables Britvic to expand its brand portfolio and regional footprint in Brazil, where data from Nielsen shows that energy beverages are the fastest-growing category in the market with volume growing 17% in 2022 on the previous year.
Within the category, Extra Power has broad-based distribution and 42% market share in its core regions near Brasilia, according to Nielsen. In the year to December 2022, the acquired portfolio generated R 118m (approx. $23 million) of net sales, growing 26% on the previous year.
The purchase includes a modern warehouse in Brasilia that will enhance Britvic’s supply chain efficiency across its wider portfolio and route to market into Brazil’s Centre-West region.
Simon Litherland, CEO at Britvic, said: “The addition of these brands to our Brazilian portfolio will accelerate our growth trajectory in one of our key markets, as well as generate value overall”.
“In line with our strategy to expand our business and accelerate our growth in Brazil, we now have a meaningful presence in the Centre-West region, providing the opportunity to scale our existing brands into territories where we’ve historically under-indexed, while also bringing new brands into our existing market regions.”
Britvic first entered the Brazilian market in 2015 with the acquisition of Ebba, followed by the acquisition of Bela Ischia in 2017. Since then, the beverage company has developed a strong national innovation presence for fruit beverage brands such as Magaury and Dafruta. Britvic said that Brazil’s growth market for fruit drinks is perfectly complemented by Be Ingredient, Britvic’s fruit growing and processing company, providing natural ingredients for Britvic and the international market.
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