• Brandweek, Friday, July 14, 2006 1:34 PM

PepsiCo is moving further into the non-carbonated beverage category with the announcement of a new long-term alliance with juice marketer Ocean Spray. The deal calls for Pepsi to market, bottle and distribute single-serve cranberry juice products in U.S. and Canada under the Ocean Spray brand name beginning next year. The two partners will also look to create new product innovations in the future. "Over the past several years, we've built successful, mutually beneficial partnerships with strong brands like Lipton and Starbucks, and now we plan on working side-by-side with Ocean Spray to create a major healthy refreshment business focused on cranberries," said Pepsi-Cola North America president and CEO Dawn Hudson. Ocean Spray spent $34 million advertising its fruit drinks in 2005, per Nielsen Monitor-Plus.

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