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• PepsiCo Mexico has supported over 15,000 street food vendors through its “Sabor Irresistible�� programme, to reach 50,000 by 2030.
• Each vendor receives a branded cart, chips inventory, and essential business training, strengthening brand presence while boosting local livelihoods.

What happens when a global food and beverage giant decides to collaborate with the smallest vendors in one of the world’s most informal economies? In Mexico, has begun answering that question through a highly targeted and quietly influential initiative designed not only to expand the reach of its snack brands like Sabritas but also to transform the economics of street food entrepreneurship.

This isn’t a traditional marketing campaign. It’s a boots-on-the-ground brand strategy that embeds PepsiCo directly into the microeconomy of street vendors, offering real tools and infrastructure in exchange for deeper integration into people’s daily purchasing routines.

Why Mexico—and Why Street Vendors?

Street food plays a very important part in the Mexican economy. According to INEGI, Mexico’s national statistics agency, there were an estimated 1,600,000-plus informal food-related microbusinesses in 2023 across the country. These stats may differ from one set of definitions and classifications to the other, but the very presence of informal vendors is truly part and parcel of urban and rural existence. 

Operating without adequate infrastructure, these businesses, nonetheless, serve millions daily and do contribute to the local economies. PepsiCo saw vendors not only as a customer base but also as a channel of distribution on a scale. If the rationale was that your chips have become a popular snack during meals, why not translate your production directly to the vendors’ business?

Introducing “Sabor Irresistible��

Launched in 2021, “Sabor Irresistible�� is PepsiCo Mexico’s vendor enablement programme that provides selected participants with:

• A custom-designed, weather-resistant food cart featuring PepsiCo and Sabritas branding
• A starter inventory of Sabritas chips to sell
• Business training on hygiene, inventory management, pricing, and customer service
• Access to a dedicated WhatsApp group for ongoing peer learning and PepsiCo updates

Each cart costs roughly USD 750 to produce and distribute. To date, more than 15,000 vendors across 24 states in Mexico have joined the programme. The company has publicly stated its ambition to scale the initiative to 50,000 vendors by the year 2030.

A Win-Win: Driving Sales and Building Community

By integrating Sabritas into existing menus—think tacos, tamales, and tortas—vendors can increase their average sale per customer without needing to expand their cooking operations. A 2023 internal study by PepsiCo Mexico found that vendors in the programme experienced a 25��30% increase in daily revenue, primarily from upselling chips as a side item.

On PepsiCo’s side, the brand enjoys a constant visual and transactional presence in high-traffic areas. The carts thus act as real exploiters of publicity on the move. Their bright colour schemes and bold logos make them easy to visualise and hence to inculcate brands across cities and rural markets.

Stories from the Field

Ana María, a tamales vendor in Iztapalapa, Mexico City, has been part of the programme since early 2022. Before joining, her setup was a folding table with a single cooler. Now, she runs a full-fledged stall with weather protection, promotional signage, and a range of chips alongside her food.

“Customers trust the cart,�� she explains. “They know Sabritas; they like Sabritas, so they feel more comfortable buying from me.��

Her daily earnings increased by nearly 35% in the first six months. She has also started saving toward a second stall for her teenage daughter to manage.

Training for Long-Term Impact

Rather than offering one-off support, PepsiCo includes vendors in an ongoing learning system. Weekly tips are sent via WhatsApp, covering pricing strategies, cleanliness, and even digital payment adoption.

The initiative also trains vendors on microfinance basics, including how to separate personal and business income. This knowledge is often the first formal training these entrepreneurs receive.

Operational Simplicity, Strategic Depth

What makes this model so potent is its operational simplicity. Vendors already exist. Demand already exists. Sabritas products are already loved. PepsiCo’s move is to formalise and professionalise what’s already happening on the ground.

Each cart not only carries a product but also becomes a daily brand interaction point. Thousands of such carts across Mexico turn routine snack purchases into brand engagements without requiring additional advertising spend.

Visual Consistency in Informal Markets

Every cart follows a unified visual code:

• Dominant Sabritas yellow and Pepsi blue
• Laminated product pricing
• Integrated waste bins
• Brand slogans in Spanish

This uniformity breeds trust and recognition across geographies. Hence, the same branding is witnessed by a customer in Tijuana as in Mérida, reinforcing the national consistency.

The Data That Matters

• Over 15,000 vendors have been onboarded since 2021
• USD 750 approximate value per cart and kit
• 25��30% average daily sales increase for vendors
• 24 Mexican states are involved
• Over 40% of vendors are women-led businesses

Could This Model Translate to the UK?

It’s a question worth asking. The UK’s street food scene has grown rapidly in cities like London, Bristol, and Birmingham. But few CPG brands engage vendors beyond selling them inventory.

What if Walkers—a PepsiCo brand in the UK—offered branded carts and co-branded promotions to UK food trucks or market stalls?

There’s potential to turn food markets into brand channels. Vendors get support. Brands gain proximity.

The cultural context differs, but the commercial opportunity remains.

Why Brands Should Pay Attention

PepsiCo’s strategy in Mexico shows how a global brand can embed itself meaningfully into local ecosystems. It is no longer just the story of selling more snacks. It is about entering everyday life, creating livelihoods, and forging new brand interactions.

Such an embedded model can indeed be adopted across the globe �� anywhere from snack brands to beverage labels to health and hygiene companies.

Forward-Looking Strategy

PepsiCo plans to continue expanding the programme and integrating digital tools for sales tracking, product reordering, and vendor feedback. The brand is exploring QR codes and loyalty rewards tailored for street vendors and their customers.

For a global brand, this is a step beyond marketing. It’s co-creating value with communities.