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PepsiCo India reorganizes snacks portfolio to take on traditional snacks majors

Published 18 January 2016

PepsiCo India is reorganizing its snacks portfolio, which will see creation of two master brands as it intends to capitalize on consumer preference for traditional snacks.

Pepsico brands

PepsiCo has decided that its popular snacks brands Lays and Kurkure would lead the company's presence in the westerns salted snacks and Indian salted snacks markets, respectively.

The new strategy will mean that Kurkure, which is crooked-shaped extruded corn-based chips, will be placed into the new category of the Indian savouries market. In this segment, peanuts and fried moong dal varieties are set to launch soon. Under the brand, the company has already launched around 10 such products in the past couple of months, reports Livemint.com.

PepsiCo India snacks category vice president Partho Chakrabarti was quoted by the website as saying: "Kurkure is one of the most loved and trusted brands for the last five years. However, there are very few occasions when you can have it as it's a single product. That limits our role in India. That is why 2016 will be largely about stretching Kurkure across namkeen and making it the quintessential Indian snack."

The company now plans to add new products under the two master brands every few months. Among the products to be launched are murmura mix (puffed rice) and chiwda mix (pressed rice).

With this move, PepsiCo intends to compete with Indian snacks majors such as Haldiram Foods International Pvt Ltd, whose brand Haldiram holds 18% market share, reports Livemint.com.

The company has not divulged how much amount it would spend on the two snacks brands. As part of its streamlining strategies, PepsiCo will phase out Lehar, its savoury snack brand that was launched in 1996.

"Once Kurkure enters the segment, it makes little sense to develop Lehar. The brand will be phased out slowly", added Chakrabarti.


Image: PepsiCo streamlines its brands. Photo: Courtesy of Keerati/FreeDigitalPhotos.net.