As part of the deal to acquire Extra Power from soft drink manufacturer GlobalBev, the UK-based beverages giant will also gain control of energy brand Flying Horse, juice brand Juxx and acai smoothie brand Amazoo.
Britvic entered the Brazilian market in 2015 when it acquired independent soft drinks firm Ebba, before purchasing juice business Bela Ischia in 2017.
The latest move allows Britvic to substantially expand its presence in Brazil, with the energy drink category currently one of the fastest growing in that market according to Nielsen data. The Nielsen findings show that Extra Power holds a 42% market share in Brazil, where it has operated for the past 20 years.
Collectively, the acquired firms generated R$118m (Brazilian Real) in net sales in the year up to December 2022, a more than 25% increase when compared to the 12 months approaching December 2021.
Since 2015 Britvic has launched Fruit Shoot, under the name Maguary Fruit Shoot, in Brazil, as well as Puro Coco and Natural Tea, coconut and iced tea style ready-to-drink options. Under the Maguary name, which dates back 1953, Britvic has also launched a plant-based chocolate drink.
Other launches include a squash category under the name Dafruta Tropical, which utilises expertise from the team at Robinsons. More recently, Britvic mixers and cocktail concentrates were introduced.
Expansion will ‘accelerate growth in Brazil’
Speaking following the announcement of the acquisitions, Britvic chief executive Simon Litherland said that the addition of the new brands to its portfolio would help accelerate the firm’s “growth trajectory” in a key market.
Litherland continued: “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.”
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