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PepsiCo launches snacks brand ‘Aliva’ in India
Frito-Lay India, the snack food division of PepsiCo India, is to launch a new biscuit brand called Aliva, a move which is not only in line with its portfolio transformation strategy, but is also an attempt to capitalise on a growing Indian salty snacks and biscuits market.
In tune with its plans to repeat the success of Kurkure, PepsiCo has announced the launch of its snacks under the brand name Aliva, and plans a large-scale advertising campaign to promote the product.
“With Aliva, we aim to replicate the success we achieved with Kurkure in a shorter time span,” said Frito-Lay India CEO and PepsiCo president, Gauthum Mukkavilli. “Aliva is another milestone in Frito-Lay India’s journey to transform its portfolio to address the growing consumer focus on wellness and ingredients.”
However, Mukkavilli did not divulge details regarding investment and marketing expenses, but said the proposed advertising campaign will directly interact with one million customers across the country.
Source: Hindustan Times
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