PepsiCo has said it expects to reach “millions” of consumers digitally in a tie-up with the newly-launched iTunes Radio. 

The US company is the exclusive food and bevarage partner for Apple‘s new streaming radio, which went live yesterday (18 September) with its iOS7 operating system. PepsiCo said it will deliver “custom experiences” across its brands, as well as offering branded channels within iTunes Radio. PepsiCo has the only branded channels on the service at this stage. iTunes Radio is currently only available in the US.

“PepsiCo has consistently leveraged music as a growth driver for our brands. We believe that today’s music eco-system allows our brands to play a more active role in supporting artists and engaging music fans,” said Frank Cooper, PepsiCo Global Beverages Group’s CMO for global consumer engagement.

Last year, PepsiCo announced its “Live for Music” partnership with social media feed Twitter.