PepsiCo has entered into a deal with Vital Pharmaceuticals (VPX), the manufacturer of Bang Energy drinks, to exclusively distribute the portfolio of Bang Energy beverages in the US.
The distribution agreement forms part of PepsiCo’s energy strategy as it aims to strengthen its position in the category. It also coincides with the announcement of the closing of its $3.85 billion acquisition of Rockstar Energy Beverages.
Effective immediately, the exclusive alliance is set to significantly increase the distribution of Bang Energy beverages.
The companies claim the strategic partnership pairs the strength of PepsiCo’s vast distribution network with the fastest-growing beverage in the energy drink category.
“In the ultra-competitive energy category, Bang Energy has thrived, pioneering the performance energy segment and attracting the next-generation of energy consumers,” said PepsiCo Beverages North America CEO, Kirk Tanner.
Tanner added: “This alliance plays a central role in PepsiCo’s overall energy-beverage strategy and enables us to significantly accelerate the distribution of Bang Energy to meet rising consumer demand.”
Introduced to the market in 2012, the Bang Energy line-up is designed to provide functional benefits to the next generation of energy consumers. The portfolio includes a variety of flavours, caffeine-free options, and beverage formats.
According to PepsiCo, Bang Energy is the third-largest brand in the energy category with its portfolio currently stocked in more than 200,000 outlets in the US.
Bang Energy CEO Jack Owoc said: “The combined power of our two organisations will be a meteoric partnership – one for the beverage history books.
“Bang is committed to serving zero-calorie, highly effective innovation and exceeding our consumers’ expectations. When it comes to the category, we have invented the future by reinventing the game.”
Founded in 1993, Vital Pharmaceuticals’ mission is to make the highest quality nutritional supplements on the market, backed by scientific research.
© FoodBev Media Ltd 2020