Pepsico

With a $10m research and development hub in Riyadh, PepsiCo is looking to make Saudi Arabia a centre for the next wave of regional snack innovation, rather than simply adapting products developed elsewhere. CEO Ahmed El Sheikh explains why

PepsiCo said the centre would bring several stages of its product development process into one location and serve as a permanent research and development base for the company in the Middle East

PepsiCo had cut prices on brands such as Lay’s and Doritos in North America to lure back budget-conscious consumers, who are increasingly shifting toward cheaper alternatives and smaller pack sizes

PepsiCo’s CEO of Beverages – MEA discusses the strategic logic behind the Mercedes-AMG F1 partnership and the company’s focus on catering to MENA’s youth-driven market through innovation, localisation and AI integration