Keurig Dr Pepper (KDP) has announced a new distribution deal with Grupo PiSa, through which it will sell and merchandise the Electrolit sports hydration beverage across the US.
The partnership marks KDP’s expansion into the sports hydration category and is designed to significantly expand Electrolit’s distribution, continuing to accelerate the brand’s growth.
Electrolit entered the US market in 2014, having established a strong market position in Mexico, and is now a top five trademark in the sports hydration category.
In a statement announcing the deal, KDP said that Electrolit is growing at a strong double-digit rate in the US, where it already generates more than $400 million in retail sales, and has increased more than ten-fold over the past five years.
Under the partnership, KDP will sell and distribute Electrolit in the majority of its company-owned direct store distribution territories and across all channels of trade.
Commenting on the announcement, Andrew Archambault, president of commercial and beverage concentrates at KDP, said: “We are thrilled to enter the sports hydration category with Electrolit, broadening our portfolio to address this important beverage occasion for our consumers”.
He added: “Electrolit is a differentiated brand with tremendous consumer appeal, and KDP’s proven sales and distribution capabilities are poised to unlock its significant growth potential”.
Caridad Ochoa, president and CEO of Electrolit USA, commented: “KDP is the right strategic partner to further expand Electrolit’s footprint in the US. KDP’s scale, capabilities and insights, coupled with Electrolit’s rich heritage and loyal following, will drive the next stage of our determined growth initiatives.”
The transition of Electrolit distribution to KDP will occur in early 2024. Other terms of the agreement were not disclosed.
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