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Pepsi Global has introduced its new "House of Treats" crafted beverages platform, designed to deliver customisable, experiential drinks across Away From Home (AFH) hospitality and entertainment channels.

The platform has been engineered to meet rising consumer demand for premium, customisable beverages and flavour exploration. By partnering with selected entertainment and hospitality operators, PepsiCo aims to deploy the multisensorial drinks exclusively within high-volume environments, including cinemas, stadiums, restaurants, and live event venues.

The initiative aligns with PepsiCo's broader "Meaningful Food and Drink Experience" strategy, which focuses on elevating the role of beverages from basic functional refreshment into memorable consumer occasions.

Operational Scalability and Venue Integration

A primary design focus for the House of Treats platform is its operational adaptability within existing commercial kitchens and concession stands.

While serving complex, visually distinct beverages often introduces preparation bottlenecks, the new platform is configured for rapid speed of service. This operational efficiency allows high-volume venues, such as sports stadiums and national theatre networks, to implement premium, customisable menus without increasing transaction times or disrupting back-of-house workflows.

By streamlining the delivery of premium, higher-margin drinks, the platform provides foodservice operators with a mechanism to drive incremental sales growth and encourage repeat purchasing.

Initial Flavour Profiles and Specifications

The platform is launching with a diverse menu of crafted drink options, combining traditional fruit bases with unexpected, contemporary ingredients:

🍋 Yuzu Lychee – A bright, citrus-forward blend featuring sharp, exotic fruit notes.

🍑 White Peach Sangria – A refreshing, fruit-infused botanical profile.

🌶️ Spiced Serves – Experimental beverage formulations introducing a subtle, warming hint of heat.

The formulations are designed for simple customisation, enabling on-site staff to quickly adapt the drinks to consumer preferences whilst maintaining consistent portion control and recipe standards.

Regional Rollout and Hospitality Partnerships

PepsiCo has already initiated the physical rollout of the platform, executing the inaugural launch earlier this month in the United Kingdom during a Pepsi MAX activation at the SXSW London festival.

Following this initial UK pilot, PepsiCo plans to scale the physical footprint of the House of Treats platform systematically throughout the year. The expansion roadmap includes:

• Central and Eastern Europe – Launching the platform across key regional markets, with initial rollouts scheduled for Poland, Romania, and the Czech Republic.

• UK Distribution Expansion – Scaling the technology across a wider network of domestic travel hubs, cinemas, and entertainment venues.

• Pourer Properties – Integrating the crafted beverage systems directly into PepsiCo’s established national and international pouring-rights partners.