The acquisition enables Britvic to expand its brand portfolio and regional footprint: with the deal also including a modern warehouse in Brasilia to help route to market in Brazil’s Center-West region.
“Energy is the fastest growing category in the market with volume growing 17% in 2022 on the previous year and forecast to grow 20% year-on-year in 2023," notes Britvic. "Within this category, Extra Power has broad-based distribution and 42% market share in its core regions near Brasilia, while Flying Horse was the first international energy brand to enter Brazil around 20 years ago.
“Juxx is a premium juice brand with added health benefits, and Amazoo is an acai-based premium smoothie. In the year to December 2022, the acquired portfolio generated R$118m of net sales, growing 26% on the previous year.”
Britvic first entered the Brazilian market in 2015 with the acquisition of Ebba, followed by the acquisition of Bela Ischia in 2017. Since then, Britvic has developed fruit favorites such as Maguary, Dafruta and Bela Ischia into strong national presences known for innovation.
Commenting on the completion of the acquisition of Extra Power, Flying Horse, Juxx and Amazoo this morning, Simon Litherland, CEO, said: “The addition of these brands to our Brazilian portfolio will accelerate our growth trajectory in one of our key markets, as well as generate value overall. In line with our strategy to expand our business and accelerate our growth in Brazil, we now have a meaningful presence in the Center-West region, providing the opportunity to scale our existing brands into territories where we’ve historically under-indexed, while also bringing new brands into our existing market regions.”