The leading producer of carbonated soft drinks in the Middle East, Pepsi Co, represented in the Western Region of Saudi Arabia by Saudi Industrial projects Co. (Sipco), has been appointed as the exclusive supplier of carbonated soft drink beverages to the Kingdom's leading fast food chicken and seafood restaurant chain, Al-Baik. The agreement which goes into effect immediately will offer to customers the full carbonated soft drinks range from Pepsi Co that include Pepsi Cola, Diet Pepsi, Pepsi Max, Mirinda, Mountain Dew and 7UP. The chain has formerly only offered beverages from Coca-Cola so this deal is seen as a major blow to them. Speaking on behalf of Sipco, Ahmed El-Mehelmy, Executive Director for Sales & Marketing, said “We are delighted to be appointed as the exclusive supplier of carbonated soft drink beverages to Al-Baik and look forward to an enduring partnership based on our shared values of customer satisfaction and our mutual commitment to offering the highest quality products.” “We are very excited about our partnership with the leading soft drinks company in the region. This move falls in line with Al-Baik's new direction of providing a wider variety of drinks choices for our customers to enjoy with their meals,' said Adel Bakr, General Manager of Express Foods Company - Al-Baik's sub-franchisee in the Western Region of Saudi Arabia. With 40 restaurants in the Kingdom, Al-Baik represents a major client win for Sipco and Pepsi Cola and a boost for production at the beverage company's mega plant in Jeddah. The question now is, will Al-Baik taste any different with Pepsi?
