Pepsi^® Global has launched Pepsi “House of Treats”, a new crafted beverages platform designed to deliver experience-first drinks across key Away From Home channels this year. Tapping into consumer demand for beverage customisation, flavour exploration and “treatanomics”, the platform offers multisensorial beverages exclusively through select PepsiCo entertainment and hospitality partners.

Bringing these experiences to cinemas, stadiums, restaurants and live events, Pepsi “House of Treats” is designed for effortless customisation at scale and built for rapid speed of service and seamless integration into existing operations. As a core pillar of PepsiCo’s Meaningful Food and Drink Experience strategy, it allows high-volume venues such as sports stadiums, restaurant chains and theatre networks to serve visually striking drinks without compromising taste or operational efficiency, while enhancing how fans engage with live entertainment, from sports to music, and reflecting a broader cultural shift toward experience-first consumption.

The platform launched its first experience earlier this month in the United Kingdom at a Pepsi MAX^™ SXSW London activity. Additional markets scheduled to go live later this year include Poland, Romania and the Czech Republic, alongside expansion across additional UK venues and PepsiCo pourer properties.

“The role of beverages is evolving from functional refreshment into a much more experiential and culturally-relevant occasion,” said Eugene Willemsen, Chief Executive Officer of International Beverages, PepsiCo. “Consumers are increasingly seeking personalised, elevated experiences that feel memorable and worth sharing. Pepsi ”House of Treats” is designed to meet that shift. Bringing together flavour, customisation and our broader portfolio in a single scalable platform for Away From Home environments, it gives our partners a simple way to unlock premium growth and operational efficiency while delivering standout experiences that drive stronger engagement and repeat demand.”

Pepsi “House of Treats” will begin rolling out from June 2026, debuting a diverse menu of crafted drinks spanning distinct flavour profiles, from indulgent and refreshing to sensorial and innovative, including unexpected serves such as a hint of spice.

Unprecedented demand for natural colours spurs significant capital investment in Sensient’s natural colour manufacturing capacity, including expansion of largest production site in St. Louis, Missouri (USA)

Sensient Food Colors, a division of Sensient Technologies, officially celebrated the commencement of a major expansion at its largest natural colour plant, which is located in St. Louis, Missouri (USA). The expansion, coined Project Prism, is one of the many capital investments planned by Sensient to support the food and beverage industry’s rapid transition away from artificial colours in the United States. Sensient expects to spend up to $250 million in the coming years to expand its natural colour manufacturing capacity, supply chain, and personnel.

The St. Louis natural colours plant expansion is being done in partnership with Burns & McDonnell and will add 28,800 square feet of specialised processing and production capacity onto Sensient’s existing 500,000 square foot manufacturing facility.

“Sensient has taken a defining role in accelerating the industry’s transition to natural colour solutions. We are reinforcing our leadership position by making significant investments in capacity and infrastructure to facilitate the natural colour conversion in the United States. The groundbreaking ceremony marks a pivotal milestone in our mission to better serve customers and lead this industry-wide change,” stated Sensient Colors President, Steve Morris.

July ended with good news for the Brazilian citrus sector. The government from the United States decided to exclude the national orange juice from the tariff hike, bringing a relief for the sector. The US market is dependent on the OJ from Brazil, which is responsible for circa 60 % of the total volume consumed in the United States.

The steep decrease in the US juice output over the last years, especially in Florida, reinforced the vulnerability of the US production chain. In this context, the 50 % tariff could lead to product scarcity, inflationary shocks and logistics disruptions, which led to the exclusion of the OJ from the list of products affected by the new tariff.

For Brazil, the exclusion represents the preservation of the competitiveness in its most important market and avoids income loss.

In general, this scenario may lead players to close new contracts involving 2025/26 oranges again, bringing liquidity to the market.

Evolution Fresh, a leading producer of organic, cold-pressed, premium juice products, announced that four of ist Real Fruit Soda flavours – Tropical Mango, Strawberry Vanilla, Lemon Lime, and Orange Squeeze – will now be sold in the U.S. at select Whole Foods Market locations. Each Evolution Fresh Real Fruit Soda is made with organic, freshly squeezed fruit juice, never from concentrate.

Earlier this year, Evolution Fresh disrupted the soda alternative sector by adding Real Fruit Soda to its portfolio of high-quality, cold-pressed beverages. Evolution Fresh Real Fruit Soda provides the same level of sweetness and bold taste that traditional soda has to offer, while touting a simple label.

Each product contains no added sugar and prebiotic fiber, probiotics, and antioxidant Vitamin C to help support digestive and immune health. With only 5 grams of sugar and 35 – 45 calories per can, Evolution Fresh Real Fruit Soda is also non-GMO, Gluten Free, Vegan, and Kosher.

According to data from NielsenIQ^*, functional beverage sales increased to USD 9.2 billion between March 2020 and March 2024, and the category is projected to reach USD 277 billion by 2033. As the demand for better-for-you beverages steadily rises, Evolution Fresh plans to continue driving consistent growth in the premium refrigerated beverage space with innovation like its Real Fruit Soda.

The 12 oz. cans of Evolution Fresh Real Fruit Soda can be found chilling in the beverage cooler at select Whole Foods Market stores in the U.S.

^*NielsenIQ Trend Report