Uber Eats has launched advertising for FMCG brands with its new “sponsored items” section, as PepsiCo becomes its first brand partner.

Powered by Criteo, the product promotion opportunities were first launched in the US and Canada and are now live in 12 markets including Australia, Brazil, France, Japan and Mexico.

The new suite of performance advertising capabilities looks to enhance the customer experience by increasing the discoverability of relevant products and brands, while driving value for both the rapid delivery firm and its brand partners.

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Uber head of advertising UK and Ireland Paul Wright said: “Uber helps millions of users in the UK go anywhere and get everything, and this allows us to help connect brands with consumers during their interaction with the Uber platform.

“As we continue to invest in our advertising capabilities, this new advertising surface on Uber Eats will give brands in the UK the tools to capture the attention of ready-to-purchase consumers.”

As one of Uber’s first brand partners to activate ‘Sponsored Items’ on Uber Eats in the UK, PepsiCo will be able to increase visibility for items across its snacking range including Walkers, Sensations and Doritos.

PepsiCo ecommerce marketing lead rapid delivery Lisa Whittlestone added: “Our first Sponsored Items campaign not only gave us a significant sales lift, but also provided us with strategic insights into consumer searches on Uber Eats and our customers’ expectations.”