- In February 2024, PepsiCo's Gatorade formed a strategic partnership with the premier Saudi Arabian soccer league, securing its position as the official sports drink sponsor. This collaboration aims to enhance the fan experience during matchdays, with various activations and events planned to engage the audience and promote the brand across the region
- In February 2024, Rockstar® Energy Drink, a subsidiary of PepsiCo, introduced “Rockstar Focus™,” a new range of energy drinks designed to provide both energy and mental focus. These drinks are infused with innovative ingredients such as Lion’s Mane mushroom and 200 mg of caffeine, and are available across retail channels in Saudi Arabia, UAE, and Qatar
- In December 2023, Costa Coffee’s Moroccan franchisee, Goldex Morocco, announced plans to open five new outlets by the end of Q3 2023, with an investment of USD 3.2 million. The new locations will be spread across Casablanca, Rabat, and Bouskoura, expanding Costa Coffee’s presence in Morocco
