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PepsiCo enters biscuit segment; launches brand Aliva

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After Kurkure’s breakthrough success, Frito-Lay India, the food division of PepsiCo India has now forayed into the 1,500 million tonne biscuit category in the domestic market dominated by Parle, Britannia and ITC Foods. The group has recently launched Aliva — new baked savoury cracker category, borrowing ingredients and textures from biscuits and flavourful experiences from namkeens especially for the Indian consumer.

Speaking at the launch, Gautham Mukkavilli, CEO, Frito-Lay India and president, PepsiCo, India Region, said, “With Aliva we aim to replicate the success we achieved with Kurkure in a shorter time span. Aliva is yet another milestone in Frito-Lay India’s journey to transform its portfolio to address the growing consumer focus on wellness and ingredients. We will manufacture Aliva at our Ranjangaon plant where we have deployed a new state of the art baking line with Frito-Lay’s flavour technology.”

The company claims that Aliva is a significant step in the company’s journey of portfolio transformation towards providing healthier and tasty snacking options in line with the local consumers’ needs.

Added Deepika Warrier, director marketing, Frito-Lay India, “Aliva is a baked product that will enable our consumers to snack smart with absolutely no compromise on great taste. The launch is backed by extensive market research and has been developed basis consumers’ need for a flavourful yet healthy snack. Our initial market tests have received an extremely encouraging response from our consumers who love the unique combination of authentic Indian flavours with wheat and daal.”

The newly launched product will be available in four distinct Indian flavours including special pindi masala, tomato and roasted spices, mint flavour with herbs and original salted using special local spices unique to different regions of the country. Currently, Aliva will be available at an introductory price of Rs 12 for 60 grams against its printed price of Rs 14.

Claiming that Aliva would create a new category of its own, Mukkavilli said, “The competitors would include anyone who has a biscuit brand close to our product.” Aliva’s biscuits have been priced higher than other similar brands in the market. Against Aliva’s promotional price of Rs 12 for a 60-gram pack, Parle’s Monaco is available at Rs 7 for a 75 gm pack, ITC Foods’ Sunfeast Snacky is priced at Rs 10 for 100 gm and Brittannia’s 50-50 is selling at Rs 7 for 65 gm.

Further, Frito-Lay India has drawn an intensive consumer activation campaign to market Aliva. The 360 degree marketing communication plan will revolve around the product core – ‘chatpate crackers with wheat and daal’.

— IndiaRetailing Bureau

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