INTERACTIVE technology firm Screenreach will be working with leading UK brands including Pepsi and Walkers after being named as one of the PepsiCo10.

The Newcastle business caught the eye of global food and drink giant PepsiCo, which has named it as one of the 10 European start-ups selected from this year’s programme.

PepsiCo10 challenges companies to submit an application and pitch to the multinational’s brand teams. Winners get the opportunity to work with the company’s leading brands in the UK on pilot programmes. They also receive support and mentorship from Wired, Mashable, OMD and Highland Capital Partners.

Since emerging from the Difference Engine boot-camp last year, Screenreach’s technology has attracted companies in the UK and beyond. The Screach platform allows smartphones to communicate with TVs and digital signage, enabling customers and advertisers to interact in more innovative ways. It has previously announced link-ups with companies such as GMG Radio and Bauer Media, and it has also opened an office in New York.

PepsiCo global director of digital and social media Bonin Bough said: “Last year we identified the best upcoming tech start-ups from the US, some of whom have been so impressive that we have continued working with them beyond completion of their pilot projects. This year’s standard of entry is phenomenal and we faced a tough task selecting the final 10.

“Having now found promising technologies both in Europe and the US, we will continue with our global quest to engage the best digital talent. I believe the next step for PepsiCo10 will be to tap the potential of Latin America or Asia.”