PepsiCo is expanding its presence in the U.S. refrigerated food aisle with the launch of its Alvalle gazpacho brand, as the food and beverage major looks to capture growing demand for fresh, convenient and ingredient-forward foods.
The Mediterranean-style chilled soup, made with sun-ripened tomatoes, cucumber, peppers and extra-virgin olive oil, is now available at select Whole Foods stores across the U.S.
While the launch marks Alvalle’s entry into the American market, the brand has been part of PepsiCo’s international portfolio for decades. Founded in Murcia, Spain, in 1991, Alvalle was acquired by PepsiCo in 1999 and is currently available across several European markets.
The U.S. introduction is part of PepsiCo’s broader effort to expand beyond the centre aisles of supermarkets, traditionally dominated by its snacks and beverages, and gain a stronger foothold in fresh and refrigerated categories.
According to Numerator data cited by PepsiCo, trips to the perimeter of grocery stores grew 15% faster in 2025 than visits to centre aisles. The trend indicates changing shopping behaviour as consumers increasingly seek fresh foods, convenient meal solutions and products made with recognisable ingredients.
“Alvalle meets a very real consumer need — people want food made from recognizable ingredients that fits into their everyday lives,” said Pol Codina, senior vice president and general manager of food ventures at PepsiCo.
Alvalle is being positioned for multiple eating occasions, including smaller meals, snacks and as an accompaniment to a main meal. This gives PepsiCo another opportunity to participate in consumer eating occasions beyond conventional packaged snacking.
The company has already been increasing its exposure to fresh and meal-adjacent categories. In 2024, PepsiCo acquired the remaining stake in the Sabra and Obela dip and spread businesses that it did not already own. It is also expanding into fresh foods through Tostitos guacamole.
Together, Sabra, Tostitos guacamole and Alvalle broaden PepsiCo’s portfolio across snacks, dips, fresh foods and refrigerated meal options.
“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.
Alvalle already has a strong position in Spain, where PepsiCo says it holds a 17% share of the refrigerated branded gazpacho category, citing Nielsen data.
The challenge will be translating that success to the U.S., where chilled soup remains relatively specialised. For PepsiCo, however, Alvalle represents a broader opportunity to follow consumers into faster-growing fresh and refrigerated sections of supermarkets while expanding its presence across more meals and eating occasions.