Frito-Lay India Delivers a Cracker of a Launch with Aliva

Aliva is yet another milestone in Frito-Lay India’s journey to transform its portfolio to address the growing consumer focus on wellnessand ingredients.

09/06/09 Frito-Lay India, the food division of PepsiCo India launched a new brand - Aliva, a product range developed in India especially for the Indian consumer. After Kurkure’s enormous success, Aliva marks Frito-Lay India’s creation of a new baked savoury cracker category – borrowing ingredients & textures from biscuits & flavourful experiences from namkeens. 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.

Aliva is a significantly differentiated product that has many firsts: four authentic Indian flavors, do good ingredients like wheat & lentils, an iconic shape and premium packaging. Aliva is being launched across the country from this week. With the launch of Aliva the company aims to create a new sub-segment of great tasting savoury crackers in the greater than 1500M ton biscuit category.

Speaking at the launch Mr. Gautham Mukkavilli, CEO, Frito-Lay India and President, PepsiCo, India Region , said , “We are delighted to introduce Aliva – a truly Indian innovation. 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 wellnessand 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.”

Speaking on the launch Ms. Deepika Warrier, Director Marketing, Frito-Lay India, said, “ Aliva is an innovation specially created keeping the Indian palatein mind. Frito-Lay India has continuously kept its ear to the ground, which is what makes us the leaders in the snacks category. 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.”

Aliva will be available in four distinct Indian flavours Special Pindi Masala, Tomato & Roasted Spices, Mint Flavour with Herbs & Original Salted using special local spices unique to different regions of the country. It is a baked product and contains no artificial flavors or colours and has zero transfat. Aliva will be available at an introductory price of Rs. 12 for 60 grams. 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 & Daal.”