NewPrinces enters Italy energy drinks market with launch of Spartan
NewPrinces is expanding its beverage portfolio with Spartan as it leverages its production facilities and retail network in Italy.
ITALY – Italian food and drinks group NewPrinces has entered the energy drinks market with the launch of Spartan in its home market, expanding its beverage portfolio while strengthening links between production and retail.
“The Spartan range is available in Original and sugar-free variants and is enriched with vitamin B6 and a source of vitamin B12”, NewPrinces said.
“This launch is not an isolated episode, but a piece within our growth strategy: a path that enhances our industrial skills, expands the product portfolio and strengthens the vertical integration between production capacity, brands and the retail network,” the group added.
NewPrinces said Spartan is produced at its facility in Santa Vittoria d’Alba, Piedmont, which houses its Princes Ready to Drink subsidiary. The company acquired the site from Diageo last year after the facility had been earmarked for closure.
The acquisition of Diageo Operations Italy was completed in October, after which the business was renamed Princes Ready to Drink.
Newlat Food acquired Princes Group from Japan’s Mitsubishi Corp. in May 2024 for £700m and subsequently changed its name to NewPrinces.
The new energy drinks line is being sold through Carrefour stores in Italy, according to a NewPrinces LinkedIn post.
NewPrinces agreed last year to acquire Carrefour’s operations in Italy, describing the transaction at the time as vertical integration between production and distribution. The deal gave the food manufacturer ownership of more than 1,000 stores across the country.
GlobalData forecasts that Italy’s energy drinks market will be worth US$878.8m in 2026 and reachUS $1.1bn by 2029. The launch adds energy drinks to NewPrinces’ expanding beverage portfolio in Italy’s market.
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