Britvic acquires Extra Power energy drink and other brands from GlobalBev in Brazil
BRAZIL – Britvic, a UK soft drink producer, and maker of Robinsons brand, has acquired Extra Power energy drink alongside energy brand Flying Horse, juice brand Juxx, and acai smoothie brand Amazoo from GlobalBev following the receipt of regulatory clearance.
Britvic has also acquired a modern warehouse in Brasilia aimed at enhancing its supply chain efficiency across its wider portfolio and route to market into Brazil’s Center-West region.
These two acquisitions underscore Britvic’s commitment to expanding its operations in Brazil, aligning with its strategic goals to accelerate and broaden its portfolio in this key market
While making the announcement, Simon Litherland, Chief Executive Officer of Britvic expressed enthusiasm that the acquisition will enable the company to enter the higher-margin energy category, extend the company’s regional presence, and enhance delivery efficiencies.
“The addition of these brands to our Brazilian portfolio will accelerate our growth trajectory in one of our key markets, as well as generate value overall,” said Simon Litherland.
“In line with our strategy to expand our business and accelerate our growth in Brazil, we now have a meaningful presence in the Centre-West region, providing the opportunity to scale our existing brands into territories where we’ve historically under-indexed, while also bringing new brands into our existing market regions.”
With these new acquisitions, Britvic projects that their market in energy drinks will grow by 20% year-on-year in 2023.
“Within this category, Extra Power has broad-based distribution and 42% market share in its core regions near Brasilia, while Flying Horse was the first international energy brand to enter Brazil around 20 years ago,” Britvic noted in a statement.
“Juxx is a premium juice brand with added health benefits, and Amazoo is an acai-based premium smoothie. In the year to December 2022, the acquired portfolio generated 118 million BRL (US$22.85m) of net sales, growing 26% on the previous year.”
Britvic first entered the Brazilian market in 2015 when it acquired local soft drinks company Ebba. Two years later, the company strengthened its presence by acquiring Bela Ischia, another local player that produces juices, liquid concentrates, and powder concentrates.
Since then, Britvic has been successful in elevating beloved fruit brands such as Maguary, Dafruta, and Bela Ischia into household names renowned for their creativity.
Brazil’s potential for the growth of fruit drinks is in line with Be Ingredient, a supplier of natural ingredients to Britvic, and the global market that also grows and processes fruit.
