Green Beverages Group

Green Beverages Group will aim to push its three brands into new territories

Greek beverage businesses Green Cola and Chitos have partnered to create a UK-headquartered drinks group to pursue ambitious international growth plans.

Green Beverages Group will aim to become a global leader in the better-for-you market following the deal, tapping into the growing demand for natural and healthier beverages.

Over the coming months, the new venture will focus on strengthening the position of its brands in several existing markets, including the UK, Middle East and the US. The group, which has routes to market in the 46 countries, will also seek opportunities to launch into new territories, including Asia, Australia and South America.

Green Beverages’ portfolio includes a range of naturally sweetened colas, flavoured sodas and mocktails, and sparkling and vitamin waters under the Green Cola, Zagori and Super Fruits Water brands.

Green Cola – sweetened with stevia and made using natural caffeine and no aspartame – already has distribution in the UK, with listings at Sainsbury’s, Holland & Barrett and Amazon.

Green Beverages Group CEO Periklis Venieris said the venture brought “significantly” increased scale and reach to capitalise on international growth opportunities and build on its existing presence around the world.

He added that combination also afforded the group “direct access to international investment funds”.

“The creation of the Green Beverages Group is a transformational and hugely significant milestone for us as we execute our ambitious international expansion plans,” Venieris said.

“By combining Green Cola’s innovative, disruptive approach with the strong heritage of the Chitos Group, we believe we can develop into one of the world’s leading non-alcoholic beverage companies. Under the group, we have the scale and expertise to further accelerate our growth around the world.”

The move extends the commercial co-operation in Greece of both businesses, which already saw Chitos market and distribute the entire product portfolio of Green Cola.

Both Green Cola and Chitos will continue to produce their beverages in Greece, supporting Green Beverages Group’s international growth strategy.

The new group is headquarted in London and operates from eight bottling lines in Greece, as well as 12 third-party production facilities around the world.