PepsiCo j.v. to launch Obela brand in Mexico

by Eric Schroeder
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MEXICO CITY — PepsiCo, Inc. and Strauss Group have introduced Obela, a refrigerated dips and spreads brand that will be launched in Mexico. The initial product launch includes three varieties of hummus: natural taste, chipotle and red pepper.

“We are constantly looking for new opportunities to grow our business by offering a wide-range of products, including great-tasting healthier choices,” said Pedro Padierna, president of PepsiCo Mexico. “Strauss brings unique capabilities and expertise in fresh foods that, when combined with PepsiCo’s go-to-market and brand building strengths, will position us well to give consumers a great new line of products that complements our existing portfolio in Mexico.”

Since 2008, PepsiCo and Strauss have operated a joint venture in the United States and Canada called Sabra Dipping Co., and in 2011 expanded their partnership to focus on markets outside North America, starting in Mexico. The companies said they will invest $10 million in Mexico to help drive the launch of the Obela business.

“There is a significant growth opportunity in Mexico in the dips and spreads category, beginning with current hummus consumers,” said Gustavo Salas, Obela’s general director in Mexico. “Our goal is to make sure that at least one-fifth of households in Mexico enjoy and share our products with family and friends, thus turning any moment into a very special occasion.”

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