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BrandsFeaturedInsights

Connections, culture and a brighter future

PepsiCo AMESA's Karim ElFiqi spoke to Campaign reporter Sonia Majumder about the brand’s new visual identity and vision

For over 60 years, PepsiCo has been an integral part of Saudi Arabia’s rich history, shaping the F&B landscape and contributing to the market. Since its inception in 1957, PepsiCo has witnessed and invested in the Kingdom’s remarkable journey, inspired by the passion and ambition of its people.

Today, PepsiCo stands as the largest F&B conglomerate in the Kingdom, with iconic beverages like Pepsi, Mirinda, 7-UP, Mountain Dew, and Aquafina, alongside delicious snacks like Lay’s, Tasali, Sunbites, Quavers, Cheetos, Doritos, and Quaker Oats, bringing joy to Saudi consumers.

Our success in Saudi Arabia is deeply rooted in our human-centric approach. By contributing to the local community a


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