PepsiCo is betting on refrigerated food products to drive future expansion. The consumer goods giant introduced Alvalle, its Spanish chilled soup and gazpacho brand, to American consumers for the first time this year. The company began selling Alvalle at select Whole Foods Market locations in August, using the test rollout to evaluate product performance across different store sections. Additionally, PepsiCo launched Tostitos-branded refrigerated guacamole as part of its push into fresh dips.
Fresh Food Focus
To stimulate sales, PepsiCo has adjusted its merchandising approach, including price reductions to appeal to budget-conscious shoppers. Recent financial results reveal declining performance in its soda and chips divisions, attributed to inflation and changing dietary habits among consumers.
Marisa Perez, senior vice president and general manager of PepsiCo Foods North America’s Fresh Experiences Portfolio, stated in interviews that the company sees refrigerated meals and snacks as a major opportunity to align with evolving consumer preferences.
“We like to call this our fresh experiences portfolio because it is really an evolution that’s reshaping the Pepsi Foods portfolio and grounded in what the consumer is looking for today,” Perez said.
Changing Consumer Trends
One key advantage of refrigerated foods lies in consumer perception, according to NRF research showing that 77% of shoppers believe these products represent higher quality. Perez commented, “They feel it’s worth paying more for, which makes sense as these products don’t have the same level of preservatives [as shelf-stable] and go bad more quickly.”
Company data from Numerator indicates that visits to refrigerated sections in 2025 increased 15% more rapidly than traffic to center aisles where PepsiCo’s traditional snacks and beverages are sold.
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Alvalle holds the top position in Spain’s gazpacho market and remains popular across other European countries including Portugal and France. Originally established as a family-owned business in Murcia, Spain in 1991, the brand was acquired by PepsiCo in 1999.
“It has been this hidden gem in our portfolio,” Perez said. And due to how the American consumer’s preference is evolving in the U.S., she said, “We’ve been looking around our own portfolio and realized it’s now time to bring this product to the U.S.” Following the national rollout at Whole Foods, Alvalle’s products will expand to other national retailers and grocery chains in the coming months.
With packaging options ranging from single servings to large soup containers, Perez expects the brand to cater to consumers seeking light meals, snacks, or side dishes.
Fresh dips and sauces is another area where PepsiCo sees opportunities to fill a white space. “What we see more from the consumer is a migration to fresh dips,” she said. So far, the Tostitos guacamole line has received positive feedback from consumers as it rolls out to more retailers, such as Walmart and Kroger, with more retailers to be added going into 2027.
Supply Chain Considerations
As PepsiCo expands its fresh food offerings, the company is ensuring product labels meet requirements for both natural and mainstream retailers. Alvalle recently earned Non-GMO Project Certification, which will appear on packaging. The Tostitos guacamole line is also Non-GMO Project Verified and made with no artificial colors, flavors, or preservatives.
Perez noted that the most challenging aspect of growing this business segment is managing the complex supply chain. PepsiCo’s global distribution and trucking fleet largely support shelf-stable packaged food and beverage products, but this has been changing as the company takes on more perishable items. “We’re literally importing this product from Spain with boats crossing the Atlantic,” she said, which increases the risk of spoilage during transit. However, PepsiCo has gained valuable experience through its full acquisition of the Sabra hummus brand, enhancing its understanding of the refrigerated supply chain.
