PepsiCo Expands Fresh Offerings in the U.S. with Alvalle Gazpacho
PepsiCo is making a bold move to increase its presence in the refrigerated and fresh food market by introducing Alvalle gazpacho in the U.S. market. Alvalle is a Mediterranean-style gazpacho that is made with sun-ripened tomatoes, cucumber, peppers, and extra-virgin olive oil. This refreshing soup is now available at select Whole Foods stores across the country.
While Alvalle may be new to the U.S. market, it has already gained popularity in several European countries including Spain, the U.K., Belgium, the Netherlands, Switzerland, Portugal, Sweden, and Russia.
This strategic move by PepsiCo aligns with the current trend of consumers seeking products with simple and recognizable ingredients. The company aims to expand its presence in deli and fresh sections of grocery stores, responding to the increasing demand for fresh and healthy food options.
Recent data shows that trips to the perimeter of grocery stores, where fresh products are typically located, have increased significantly compared to visits to the center aisles where PepsiCo’s traditional snacks and beverages are found. Alvalle is positioned as a versatile option for small meals, snacks, or as a complement to a larger meal.
Pol Codina, senior vice president and general manager of food ventures at PepsiCo, emphasized the importance of offering foods that meet consumer needs for quality and convenience. He stated, “As we expand our portfolio, we are focused on bringing more real, ingredient-forward foods into everyday eating occasions.”
Founded in 1991 in Murcia, Spain, Alvalle has become the leading refrigerated branded gazpacho in the Spanish market, holding a 17% market share according to Nielsen data cited by PepsiCo. The introduction of Alvalle in the U.S. not only enhances PepsiCo’s presence in the fresh food market but also complements its core snack business which includes popular brands like Doritos, Cheetos, and Sun Chips.
In addition to Alvalle, PepsiCo has been strategically expanding its fresh food offerings. In 2024, the company acquired the remaining half of the Sabra and Obela dip and spread brands, and Tostitos guacamole is set to launch in stores across the U.S. These moves reflect PepsiCo’s commitment to meeting consumer demands for convenient, high-quality food options.
Marisa Perez, senior vice president and general manager of fresh experiences portfolio at PepsiCo Foods U.S., highlighted the evolving eating habits of consumers and the growing demand for convenient and delicious foods. She stated, “The way people eat continues to evolve, and we’re seeing growing demand for foods that combine convenience, quality, and great taste.”