Pepsi, 7Up and Gatorade will no longer be found in Carrefour supermarkets. The board of the fourth largest retail group in the world and the second in Europe, deemed the price increases decided by the American multinational, which includes among its products Pepsi cola, 7Up, Gatorade and Doritos and Lay's chips, as 'unacceptable'. 'Negotiations with PepsiCo have been complex, to use an understatement. We are trying to lower prices in line with global trends but PepsiCo instead asks to increase them', a person familiar with the group's dossier told the Financial Times. The group was founded in France in 1959 and is present in 30 countries.
The break between Carrefour and PepsiCo highlights the tough confrontation that takes place between large distribution groups, under pressure to keep prices low and ward off competition from discount chains, and food producers on prices. A confrontation that sees the producers winning, who see their profits increase riding the wave of inflation, while the margins of large distribution are struggling.
PepsiCo, the Ft recalls, has raised its profit forecasts for the third consecutive time in 2023 after having raised the prices of its products by an average of 11% in the quarter ended in September.
Pepsi, in particular, a historic rival of Coca Cola, has always been supported by advertising campaigns based on Hollywood stars or pop music: Cindy Crawford, Madonna, Britney Spears, Michael Jackson, Lionel Richie, Michael J. Fox, David Bowie, Tina Turner, MC Hammer, Ray Charles, Spice Girls, Beyoncé, Pink, One Direction, Katy Perry and Cardi B.
The most famous spot, even provided with a sequel, is the one starring Cindy Crawford in 1992. Below also that of Madonna and, together, of Britney Spear, Beyoncé and Pink, and again David Bowie and Tina Turner and finally Ray Charles
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