PepsiCo has launched House of Treats, a crafted beverages platform targeting cinemas, stadiums, restaurants, and live events, as the company pushes to extend its presence in away-from-home channels globally.
The platform began rolling out in June 2026, allowing hospitality operators to offer customisable beverages through PepsiCo fountain systems, ranging from flavour profiles such as Yuzu Lychee and White Peach Sangria to dirty soda serves. Its first activation ran at SXSW London earlier this month. Poland, Romania, and the Czech Republic follow in the confirmed schedule.
“The role of beverages is evolving from functional refreshment into a much more experiential and culturally-relevant occasion,” said Eugene Willemsen, Chief Executive Officer of International Beverages at PepsiCo. “Pepsi House of Treats is designed to meet that shift.”
The platform targets Coca-Cola’s Freestyle machine, which has anchored major hospitality accounts for over a decade. PepsiCo’s earlier attempt, the Spire dispenser, made limited headway. House of Treats is designed for rapid speed of service and compatibility with existing fountain systems, reducing the adoption barrier for high-volume operators.
For African markets, the stakes are concrete. PepsiCo named away-from-home expansion as a core pillar of its international strategy in its 2026 shareholder filings, with Sub-Saharan Africa explicitly identified as a growth target following its acquisition of South Africa’s Pioneer Food Group. In Nigeria, Seven-Up Bottling Company holds the PepsiCo franchise across nine plants, and the fountain channel in Lagos hospitality has historically been dominated by Coca-Cola pouring agreements in hotels, multiplexes, and QSR chains.
Drinkabl.media’s coverage of the PepsiCo Bottler of the Year cycle documented the company rewarding distribution performance across international markets. House of Treats gives those distributors a higher-margin, experience-led product to pitch into accounts where standard carbonated volumes face pressure from healthier alternatives and price-sensitive consumers.
A $50 million manufacturing push targeting Coca-Cola and Pepsi in East Africa’s fountain channel shows how contested the away-from-home space is becoming across the continent. House of Treats arrives as a premium positioning tool: operators adopting it get a differentiated menu rather than a commodity pour.
Whether African rollout follows Europe’s schedule depends on whether regional bottlers have the infrastructure and appetite to take it on. In markets where power reliability and cold-chain consistency are uneven, operational execution is the harder question.
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