Guru to accuse Pepsi bottler of abusing dominant position at Competition Tribunal

Cans of GURU, an organic energy drink are seen in the their offices in Montreal on Tuesday, March 11, 2025. THE CANADIAN PRESS/Christinne Muschi

Guru Organic Energy is preparing a $15 million case that accuses a PepsiCo affiliate of abusing its dominant position in the beverage market.

A notice of application recently filed with the Competition Tribunal shows Guru will soon lay out a series of allegations against the Pepsi Bottling Group (Canada) ULC.

Guru has valued the case at $15 million, which it says is the amount Pepsi Bottling Group has derived from allegedly abusing its position.

The notice of application does not outline what Guru alleges Pepsi has done to abuse its position but makes mention of concurrent civil litigation the Montreal-based energy drink manufacturer is pursuing against the pop giant.

In that case, Guru alleges Pepsi leveraged the energy drink company’s market share to expand its own store shelf entitlements, then allocated that space disproportionately to Pepsi-owned and -affiliated competing brands.

The two companies signed an agreement in 2021 making Pepsi the sole distributor of Guru products for 10 years. Guru says it was terminated by Pepsi in May 2025.

This report by The Canadian Press was first published June 8, 2026.

Tara Deschamps, The Canadian Press