Keurig Dr Pepper Inc. (KDP) has announced a partnership with Mexico’s Grupo PiSA to sell, distribute and merchandise the Electrolit hydration drink, according to a release from KDP. The agreement adds a sports hydration beverage to KDP’s portfolio and is expected to significantly expand Electrolit’s growth and distribution.
Electrolit holds a leading market position in Mexico, the release notes, and KDP hopes to leverage the brand’s more than 70 years’ worth of history. The brand entered the U.S. market in 2014 and has grown to become a top-5 trademark in the sports hydration category. It already generates more than $400 million in retail sales in the U.S. and has increased more than ten-fold over the past five years, the announcement says.
KDP will sell and distribute the brand in the vast majority of its company-owned DSD territories and across all channels. The transition of Electrolit distribution to KDP will occur in early 2024, the release said, and terms of the agreement were not disclosed.
