Pepsi drinks manufacturer PepsiCo has selected ten European technology start-up companies to support, with most of them in the UK.

The food and drinks giant says it will support its PepsiCo10 in different emerging markets next year. Through partners it is offering financial and media marketing support to the chosen ten, who were among 130 entrants in a competitive pitch.

The winners, in return, will help promote PepsiCo's multiple brands, including Pepsi and Walkers Crisps.

The UK winners include Slingshot Shopping, which allows digital shoppers to instantly place products in their existing online shopping baskets from any website, Facebook page or mobile device; Shahmoon, which provides large HD TV poster advertising to small scale stores; and the SoDash social media monitoring tool.

Other UK start-ups to win are Sports Team Space, a social network helping hundreds of amateur football clubs across the country manage their leagues and teams; ParcelPoke, an instant gift text messaging service; and mobile music service

Screenreach Interactive, which allows consumers to use their smartphones to create real-time two way interactive experiences with public digi-screens; and Waxwired, a location-based smart phone game, are also winners.

Mitch Vidler, the 22-year-old founder of Slingshot, said: “We only graduated from university last year, so it’s hard to imagine that the technology we created in our university halls will now be used by a global company like PepsiCo. We can’t wait to start working with one of their UK brands.”

Later this month students and graduates are being encouraged to attend the Silicon Roundabout Milkround jobs fair event in London, where technology start-ups are promising to recruit hundreds of them.

Recently, nine innovative technology SMEs were chosen by the government to pitch their ideas to buyers across Whitehall. The companies were part of the government's Innovation Launch Pad Product Surgery, which was aimed at helping more small IT suppliers sell products and services into Whitehall. Some 350 SMEs submitted their ideas which were voted on by 2,000 civil servants.