EEMEA market round up: Pepsi develops thirst for Russia

In a further sign that the world’s leading companies view Russia as a core market, US drinks company PepsiCo is paying $1.4 billion to acquire 75% of Lebedyansky, Russia’s leading juice producer. Lebedyansky, which controls 30% of the country’s juice market, reported sales of $800 million last year. "This agreement provides us with a strong platform for continued expansion in one of the world’s fastest-growing juice markets," says Michael White, PepsiCo’s international chief executive. Once the initial purchase is completed a mandatory offer to buy the balance of the outstanding shares, which are listed in Moscow, is set to be launched later this year. Lebedyansky, which controls 30% of the Russian juice market, reported sales of $800 million in 2007.