PepsiCo to distribute Gatorade products straight to stores
PepsiCo will distribute its Gatorade products directly to stores through both company-owned and independent bottlers in the US and Canada to enhance its store-level customer service. The company expects the change to become effective from 1 January 2011.
Other PepsiCo brands that are warehouse-delivered to the key trade channels of Convenience, UDS and Dollar, including Tropicana, Quaker and Naked Juice, will not be affected by this change.
PepsiCo Beverages Americas CEO Massimo d'Amore said that this is a clear example of using PepsiCo's broad set of go-to-market systems to best serve its customers. The company remains dedicated to the existing warehouse distribution system for some of its beverage products, but the change to direct store delivery makes sense for Gatorade as the company redefines the sports nutrition category through the G Series.
By achieving greater speed, simplicity and flexibility, we will be able to better serve the current and future needs of both our retail customers and consumers in the marketplace, d'Amore said.
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