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PepsiCo launches two direct-to-consumer sites

The direct-to-consumer (DTC) trend has been strengthening in popularity for some time, but generally considered a viable route-to-market for smaller brands. Now, however, even big companies like PepsiCo are encouraging consumers to buy snacks directly from it.

PepsiCo is launching two direct-to-consumer websites where shoppers can order an assortment of the company’s products, the snack and beverage giant said in a recent statement.

PantryShop.com allows consumers to order specialised bundles containing PepsiCo’s top-selling pantry favourites from brands including Quaker, Gatorade, SunChips and Tropicana within categories such as “Rise & Shine,” “Snacking,” and “Workout & Recovery.”

The other site, Snacks.com, enables shoppers to choose from more than 100 of their favourite Frito-Lay products like Lay’s, Tostitos, Cheetos and Ruffles, as well as dips, crackers and nuts. ​

Gibu Thomas, senior vice president and head of e-commerce at PepsiCo, told FoodDive.com that the two sites went from idea to launch in 30 days.

To expedite the process, the company made some trade-offs, including limiting which of its products would be listed. Over time, Thomas said the company will add new offerings to its direct-to-consumer platform, which could include its Starbucks drinks or some of its iconic sodas. 

“Ultimately, our goal is we want to give the consumer as many choices as possible to shop for our products whenever, wherever, however they want to shop,” he said in an interview. 

FoodDive.com insights….

While PepsiCo is no stranger to e-commerce, the rollout of these direct-to-consumer sites is reflective not only of a company working on giving shoppers more places to purchase their products, but one that is quickly responding to trends that have been amplified during the pandemic.

With shoppers quarantined or reluctant to leave their homes, e-commerce has become an increasingly popular way for shoppers to buy their groceries.

Direct-to-consumer shipments have not traditionally been a major source of revenue for large CPG companies. Interestingly, PepsiCo has created two sites for its direct-to-consumer offerings that address specific needs rather than create a single site where everything can be housed together. 

PantryShop.com and Snacks.com shrewdly focus on consumers’ needs rather than specific products or brands…..

FoodDive.com: Read the full article here

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