PepsiCo announced this week that it has entered a “landmark global partnership with Mercedes-AMG PETRONAS F1 Team beginning in 2026, bringing together three of its powerhouse brands—Gatorade, Sting and Doritos—with the iconic Formula 1 team.”
The company said that the multi-year partnership builds on PepsiCo's existing Formula 1 relationship and marks the first time that three PepsiCo brands will partner with an F1 team. The partnership “positions PepsiCo at the heart of the sport's global momentum through comprehensive integration across Mercedes-AMG PETRONAS F1 Team's operations, from pioneering hydration programs to immersive fan experiences.”
The partnership will also feature Mercedes-AMG PETRONAS F1 Team's drivers, George Russell and Kimi Antonelli. Fans will see both drivers participate in fan engagement initiatives.
Lucky Energy unveiled a new partnership with TV personality Brittany Cartwright “to launch its cheekiest campaign yet: Lucky Farms,” the company said. Lucky Farms content will roll out across social and digital, Lucky Energy said.
To celebrate the launch, Lucky Energy is introducing a new limited-edition flavor inspired by Brittany's Kentucky roots: Rawt in Hail Strawberry Lemonade. The brand described it as “sweet, tart and a little bit fiery.”
Perfetti Van Melle has reportedly partnered with Fire Brands to introduce Airheads Soda, a new beverage line inspired by the Airheads candy, reported Beverage Industry.
“This new drink range arrives in four flavors: blue raspberry, watermelon, strawberry and orange. Distribution kicks off this year in the U.S. at major retailers, with Canada set to welcome the line in 2026,” the outlet wrote.
Earlier this year Trolli and Mountain Dew teamed up to launch two limited-edition products: Trolli x Mountain Dew Sour Brite Crawlers gummi candy and Mountain Dew Zero Sugar x Trolli Cherry Lemon, bringing both gummy candy and a new beverage to the market in this product crossover.
Trolli x Mountain Dew Sour Brite Crawlers featured three flavor combinations per bag: original citrus, original citrus x cherry and original citrus x blue raspberry.