In Spain, the heat hits you the second you step outside, a blast that can turn the plazas into ovens before noon. For locals, navigating that heat doesn’t always come in the form of an air conditioner. It comes in a carton pulled straight from the bottom shelf of a corner supermercado, poured thick and cold into a glass.
That drink is gazpacho, and for three decades, one green carton has held the largest market share in Spain: Alvalle. Now, PepsiCo is stocking those same cartons in American grocery stores.
Starting August 5, PepsiCo is rolling out Alvalle gazpacho across select Whole Foods Market locations in the United States. It's the first time Spain’s top-selling commercial gazpacho brand is available on U.S. retail shelves, where it will sit in the refrigerated produce section.
Food giants are increasingly fighting over the store perimeter. U.S. grocery shoppers continue buying more fresh, refrigerated items from the area, buying fewer canned and shelf-stable goods from the center aisles.
"Alvalle meets a very real consumer need—people want food made from recognizable ingredients that fits into their everyday lives," Pol Codina, Senior Vice President and General Manager of Food Ventures at PepsiCo, said in a statement. "As we expand our portfolio, we are focused on bringing more real, ingredient-forward foods into everyday eating occasions."
(Photo: PepsiCo)Founded in southern Spain in 1992 and acquired by PepsiCo in 1999, Alvalle produces its soup using raw tomatoes, cucumbers, bell peppers, onions, salt, vinegar, and extra-virgin olive oil. The ingredients are blended raw and kept cold without heat treatment, following the standard regional preparation used across southern Europe.
In Spain, gazpacho is consumed throughout the day, poured into drinking glasses at midday meals, taken as an afternoon refreshment, or served cold in bowls. Bringing the product to the U.S. market introduces a cold-soup format to a retail region where shoppers predominantly buy soup as a hot dish.
To get Americans on board, PepsiCo is pushing the soup for more than just a bowl. The brand suggests using the chilled soup as a versatile everyday pantry item. Ideas range from sipping it cold out of a glass for a quick lunch to pouring it as a party app in shot glasses. The company also suggests using it as a raw vegetable topping bar base with diced cucumber and feta, or swapping it in as a direct marinade for grilled chicken and shrimp.
"The way people eat continues to evolve, and we're seeing growing demand for foods that combine convenience, quality and great taste," said Marisa Perez, Senior Vice President and General Manager of Fresh Experiences Portfolio at PepsiCo Foods U.S. "Whether it's an addition to a busy weekday lunch, an afternoon snack or a casual summer gathering, Alvalle offers a ready-to-enjoy option."
PepsiCo chose Whole Foods Market for the initial product launch. The cartons are positioned in the store's cold produce cases alongside fresh juices and prepared foods, making the Spanish staple available to U.S. buyers starting this week.
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