Unilever is seeking to boost the global presence of its Lipton ice tea brand through a joint project with PepsiCo.
The two firms have worked together on the product in the US since 1991, when they forged the Pepsi Lipton Tea Partnership. Now they plan to extend this alliance around the world through a new 50-50 venture titled Pepsi Lipton International.
The plan is to use Pepsi's bottling and distribution assets to launch Lipton in several undisclosed markets where the brand is not currently available.
"There is plenty of 'white space' to move into," declared Patrick Cescau, director of Unilever Foods. "These markets are the next in our planned rollout and we see Pepsi as the best partner to help us achieve this."
In the coming months the partnership will be extended to nations where Lipton is already sold, including Spain, Russia, Poland, Czech Republic, Slovakia, Romania, Hungary, Greece, Albania, Brazil, Malaysia, Thailand, Vietnam, Australia, Egypt, Turkey and the six Gulf states.
The deal, say the two companies, "will advance Lipton's position in the $23 billion [€19.8bn; £13.8bn] global [ready-to-drink] tea market."
Data sourced from: BrandWeek.com; additional content by WARC staff