NewPrinces enters energy drinks

Italian food and drinks conglomerate NewPrinces has ventured into the energy drink market, launching a brand called Spartan in its home country of Italy. According to a LinkedIn post by the company, Spartan is being sold through Carrefour stores across Italy. The acquisition of Carrefour's Italian operations, which enabled this distribution, was part of NewPrinces' recent vertical integration strategy.

The Spartan energy drinks come in both original and sugar-free variants, and are fortified with vitamin B6 and a source of vitamin B12. This launch is seen as part of NewPrinces' broader growth strategy, aimed at enhancing industrial capabilities, expanding product offerings, and reinforcing the company's vertical integration between production, brands, and retail networks.

The Spartan line is manufactured at NewPrinces' facility in Santa Vittoria d'Alba, where its Princes Ready to Drink subsidiary is also based. The company acquired this site from Diageo last year, after originally planning to shutter it. The purchase of Diageo's Italian business was finalized in October and rebranded as Princes Ready to Drink.

NewPrinces acquired the Princes Group from Mitsubishi Corp. of Japan in May 2024 for £700 million, after which it changed its name to NewPrinces.