Financial Daily from THE HINDU group of publications
Wednesday, Oct 26, 2005
Financial Daily from THE HINDU group of publications Wednesday, Oct 26, 2005 |
|
|
|
|
|
|
|
Marketing
-
New Products & Services FritoLay launches Quaker Oats Our Bureau
Mr Manu Anand (left), Managing Director, FritoLay, and Ms Sucheta Govil, Director, Marketing, at a press conference in Chennai on Tuesday. — V. Ganesan.
Chennai , Oct. 25 FRITOLAY, a division of Pepsico India Holdings Pvt Ltd, launched its new breakfast cereal, Quaker Oats, in India. Quaker Oats, a heritage brand, marks the company's entry into the branded Indian breakfast market. Ms Sucheta Govil, Director, Marketing, FritoLay, said that breakfast is the most important meal of the day and accounts for one third of a person's nutrient needs. Quaker Oats will initially be launched in metros followed by smaller cities and towns. In India, there is an off take of about 4,000 tonnes of oats in the 14,000-tonne branded breakfast food market. She said that Quaker uses oats grown under dry Mediterranean weather conditions in Western Australia. It is then processed in the Quaker plant in Australia and exported to India. Ms Govil said that the processing imparts taste, aroma, flavour and faster cooking time than other oats in the market, she said. The product is available in three pack sizes - 35 g trial pack priced at Rs 8; 200 g carton priced at Rs 38; and 400 g carton priced at Rs 70. Quaker Oats comes with a recipe book and TasteMix sachets in two flavours — cardamom and masala to appeal to the Indian palate. Ms Govil said Quaker Oats has been launched in Chennai because consumer studies have shown that the health awareness levels in Tamil Nadu are higher than in other parts of the country. The national rollout will be complete in six months. The company will start with consumer education, direct marketing and then go in for mass marketing. There will be sampling stations at key outlets. Dr Venkat Rao, a nutrition expert, said that oats is rich in a soluble fibre called beta glucan unlike other cereals. Recognised for its lower cholesterol, the whole grain food reduces the risk of heart diseases and provides sustained energy, he said. Mr Manu Anand, Managing Director, FritoLay, said that FritoLay India manufactures snacks such as Lay's Potato chips, Kurkure, Cheetos, Uncle Chipps and Lehar Namkeen in India. It is a part of the $29-billion PepsiCo Group.
Article E-Mail :: Comment :: Syndication :: Printer Friendly Page
|
Stories in this Section |
|
The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription Group Sites: The Hindu | Business Line | The Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |
Copyright © 2005, The
Hindu Business Line. Republication or redissemination of the contents of
this screen are expressly prohibited without the written consent of
The Hindu Business Line
|
