Pepsi 2008 Annual Report Download - page 30

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We joined forces
to attract more
customers.
Ready-to-drink tea is a fast-growing beverage category, and
our partnership with Unilever combines the best-selling Lipton
tea brand with PepsiCo’s strength in product development,
bottling, distribution and marketing. Last year we expanded
our relationship by adding 11 countries—including eight in
Europe—to the Pepsi Lipton International network.
When the team joined together in France, we welcomed 30
new associates from Unilever. Even with our market-leading
position in ready-to-drink teas in France, we asked ourselves
how we could jump-start the category’s growth. We applied
our marketing know-how to reposition the brand, by reminding
people of the refreshment, great taste and natural ingredients
that make Lipton a great on-the-go beverage. During our
initial year, 23 million cases of our Lipton ready-to-drink
tea passed through the PepsiCo France system. Working
together, we grew volume and returned Lipton ready-
to-drink tea to a growth business in France. We also
improved customer service and consolidated our ware-
house system to reduce costs.
While we were extending the partnership in Europe
and beyond, we’ve been innovating in the United States
to bring new beverage offerings to consumers. This year
we’ll introduce a new Lipton Sparkling Green Tea that
brings together the goodness of green tea and the
joy of bubbles; and we’ll launch a Lipton tea product
that helps improve focus and concentration.
Associates in the Pepsi Lipton
International partnership are taking
worldwide distribution to new heights.
28 PepsiCo, Inc. 2008 Annual Report