For Marcello Pincelli, at the helm of PepsiCo Italia, diversification in snacks accounts for 20% of the business and will increasingly play a central role in the company’s strategies.
PepsiCo is one of the world’s leading food and beverage companies, with a portfolio of iconic brands such as Pepsi, Lay’s, Doritos, and Quaker. In Italy, it is led by Marcello Pincelli, a seasoned executive with over 30 years of experience in the consumer goods industry.
Under Pincelli’s leadership, PepsiCo Italia has been on a journey of diversification, expanding beyond its traditional focus on beverages to include a wide range of snacks. This strategic move has paid off, with snacks now accounting for 20% of the company’s business in Italy, a significant increase from just a few years ago.
But Pincelli is not stopping there. He believes that the snack category will continue to be a key growth driver for PepsiCo Italia and will play an even more central role in the company’s future strategies.
In an interview, Pincelli shared his vision for PepsiCo Italia’s snack business, stating that “we see a lot of potential in the snack category, not only in terms of growth but also in terms of innovation and meeting the changing needs of consumers.” He also highlighted the importance of diversification in the current market landscape, where consumers are increasingly looking for variety and new experiences.
One of the ways PepsiCo Italia is diversifying its snack portfolio is through the launch of new products that cater to emerging trends and consumer preferences. For example, the company recently introduced Cheetos Sticks, a new snack made with whole grain and without artificial colors or flavors, targeting health-conscious consumers.
But diversification is not just about introducing new products. Pincelli and his team are also focused on expanding the presence of PepsiCo’s snack brands in new channels, such as e-commerce, where the company has seen significant growth. In fact, PepsiCo Italia’s e-commerce business has doubled in the last year, and Pincelli expects it to continue to be a key growth driver for the company.
And it’s not just about diversifying the product portfolio and channels. Pincelli also recognizes the importance of diversification in terms of geography. PepsiCo Italia is currently present in all regions of Italy, but Pincelli sees potential for further expansion in the South, where the company’s presence is not as strong. This will not only drive growth but also contribute to the development of those areas.
Pincelli’s focus on diversification has not only driven business growth but also brought recognition to PepsiCo Italia. In 2020, the company was named one of Fortune’s “Best Workplaces in Italy,” a testament to its strong corporate culture and commitment to diversity and inclusion.
But Pincelli’s vision for diversification goes beyond just growing the business. He also sees it as a way to contribute to a more sustainable future. PepsiCo Italia has set ambitious goals to reduce its environmental impact, and Pincelli believes that diversification can play a role in achieving those goals. For example, the company’s move towards more plant-based snacks aligns with its commitment to sustainability, as it reduces its carbon footprint and promotes healthier food choices.
In conclusion, Marcello Pincelli, at the helm of PepsiCo Italia, has successfully led the company on a journey of diversification, with snacks now accounting for 20% of the business. He sees even more potential for growth and innovation in the snack category, and it will continue to be a central focus in the company’s future strategies. With a strong commitment to diversity, inclusion, and sustainability, PepsiCo Italia is well-positioned to continue its success under Pincelli’s leadership.
