Uber has expanded Uber Eats’ advertising surfaces and capabilities to CPG brands, offering them the opportunity to promote sponsored items directly on the Uber Eats app.

Commerce media company Criteo is providing the underlying technology globally, with Uber planning to launch additional formats, surfaces and markets in the coming months.

PepsiCo served as Uber’s exclusive beverage alpha partner for sponsored items, increasing visibility for items across its portfolio of brands including Gatorade, Pepsi, Doritos, Tostitos and PopCorners.

“We are always testing, learning and experimenting with new platforms to become even more savvy and effective across our ecommerce business,” says Alison Dempsey, head of ecommerce customer marketing at PepsiCo. “As a consumer-centric CPG company, we are always focused on reaching people with the right product, in the right place, at the right time. Sponsored items allows us to connect with Uber customers at the point of purchase, driving awareness and conversion of our brands.”

Uber brought grocery delivery to Canada in 2020, and has been an area of focus for the company’s growth. But Uber is also investing in its advertising capabilities, with a goal of becoming a “commerce leader within the grocery and convenience industry and is giving brands the tools to capture the attention of ready-to-purchase consumers.”

“Uber is uniquely positioned to connect brands with consumers at every stage along the path to purchase,” says Travis Colvin, Uber’s GM of new vertical ads. “As investment behind commerce media continues to accelerate in 2023 and beyond, we’re focused on broadening our capabilities to enable CPG brands to unlock the full potential of Uber’s advertising platform.”

The new offering is currently available in Canada and the U.S. and will be rolled out internationally by the end of year.