Delhi: PepsiCo India''s FritoLay brand is revving up through an array of marketing
campaigns and variant launches, with the onset of cooler climes and its flagship
cola business taking the seasonal backseat.
to Deepika Warrier, marketing director, FritoLay division, PepsiCo India, its
consumers have received the recent campaign for FritoLay very well. While maintaining
the well-entrenched Lay and Kurkure brands, the company plans to highlight Cheetos
and Quaker Oats from its stable, with a slew of new campaigns scheduled during
the year for the two brands.
campaigns for Cheetos, the snacks brand for children, and Quaker Oats, the breakfast
cereal brand, will be undertaken for enhancing brand recall. Cheetos will additionally
get new 3-D packaging, and will see brand icon ''Chester Cheetah'' to lure kids.
the company plans to introduce variants for both brands by the end of the year,
and is also planning to introduce new brands, some from its global portfolio.
Part of the list of probable is global brand Doritos, the company''s tortilla chips
brand, which is presently being tested for a possible India launch.
to the company''s overall strategy to focus on health, FritoLay will also see changes
in its current manufacturing methods for its products, such as using rice bran
oil, which it says would reduce saturated fat levels by 40 per cent. It will also
see nutritional labelling on product packages. New launches too will have to qualify
as "health and wellness oriented".
the wider Indian Diaspora, FritoLay India is in talks with its US arm to commence
manufacture of its teatime snack there. Also, with minor region-specific changes,
Kurkure is likely to be manufactured in Pakistan and the UK, according to Warrier.