Pepsi, AB InBev, Kraft-Heinz shift to ecommerce and DTC

Monday 11 May 2020 15:21 CET | News

CPGs like Pepsi, AB InBev, and Kraft-Heinz have shifted their efforts to ecommerce and direct-to-consumer business lines.

According to, US-based beverage corporation Pepsi will redistribute funds from other media channels to ecommerce investments over the long term to retain customers that switched from in-store shopping to ecommerce, grocery delivery and store pick-ups.

Moreover, Belgium-based beverage and brewing company AB InBev is shifting its budgets from retail trade to DTC and delivery services through its ZX Ventures investment fund. As a result, Zé Delivery, its delivery service in Brazil, had increased orders during April-May 2020. Furthermore, the company changed its packaging customs by manufacturing more of the large packs, due to bulk acquisition preferences from the online environment.

Likewise, US-based food company Kraft-Heinz has created a DTC business line, bundling affordable shelf-stable items like beans, spaghetti, condiments and soup for home deliveries in the UK. However, British retailers have opposed to the initiative since the DTC business will supposedly reduce products availability in stores, concluded.

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Keywords: PEPSI, AB InBev, Kraft-Heinz, ecommerce, CPGs, DTC, ZX Ventures investment, Zé Delivery, US, Belgium, Brazil
Categories: Payments & Commerce
Countries: World
This article is part of category

Payments & Commerce