PepsiCo Inc.'s $3.85 billion acquisition last week of Rockstar Energy Beverages is in sync with PepsiCo's plans to expand its energy drink offerings. The company’s energy product portfolio already includes Mountain Dew's Kickstart, GameFuel and AMP.
Pepsico has had a long-standing partnership with Rockstar from 2009. Rockstar is involved in the production of beverages designed for athletes and rock stars with an active lifestyle. It offers products in more than 30 flavors, which are available in convenience and grocery stores in more than 30 countries.
The energy drinks market is estimated to be worth more than $80 billion in the next five years.
According to an online story by Yahoo Finance, PepsiCo plans to strengthen its presence and gain market share in the energy drinks category via increased partnerships and is rumoured to be in collaboration with performance energy drink brand Bang.