Strauss and PepsiCo have worked in collaboration for over 20 years.
The partnership began in 1990 with PepsiCo Frito-Lay in the salty snacks operation, when Strauss Group (then Elite Industries Ltd.) teamed up with the American multinational Food & Beverage corporation through its subsidiary, PepsiCo Investments Europe (I) B.V. (“PepsiCo Europe”) and subsequently established the salty snack production site in Sderot, Israel.
PepsiCo and Strauss are engaged in a series of agreements. Each company holds 50% of the share capital of Strauss Frito Lay. The companies are party to a licensing agreement for the use of know-how and trademarks, which grants Strauss Frito Lay an exclusive license to manufacture, distribute and sell salty snacks, spicy snacks and extruded snacks in Israel.
Against the backdrop of the successful collaboration between the two companies and PepsiCo’s interest in entering the health category, Strauss Group and PepsiCo joined forces again, this time in the Dips & Spreads category. In 2008 Strauss entered into a partnership agreement with the global PepsiCo corporation for the development, manufacture and sale of refrigerated Dips & Spreads in the USA and Canada through Sabra Dipping Company, Inc., which quickly became market leader in North America.
In the context of deepening their commitment to consumer health and leveraging Sabra’s success, in 2012 Strauss and PepsiCo announced the extension of the partnership and the launch of a new global Dips & Spreads product line under the Obela brand.
The brand was created under the concept “Flavors that bring the world together” with the aim of connecting people through multicultural eating experiences.
Both partnerships between the companies are equal, with each holding a 50% stake in the companies.
PepsiCo is a leading Food & Beverage brand with net revenues of over $65 billion. The company offers the world’s largest portfolio of Food & Beverage brands, with 22 different product lines, each yielding annual retail sales valued at one billion dollars and marketed in over 200 countries. PepsiCo’s major brands are Frito-Lay, Gatorade, Tropicana, Quaker and Pepsi Cola, and also include hundreds of top-quality, fun Food & Beverage products which can be found in households all over the world. PepsiCo is committed to delivering sustainable growth by investing in a healthier future for people and our planet, which also signifies a solid future for the company.
PepsiCo defines its commitment as “Performance with Purpose” and promises to deliver a broad variety of food and beverage products tailored to local tastes; to find innovative ways to minimize its environmental impact such as energy conservation, controlled use of water and reducing the amounts of packaging materials it uses; and also promises its people a great work environment while respecting, supporting and investing in the local communities in which it operates.