Food surveys and audits have found South India, particularly Chennai, topping awareness levels on diet.
This was the major reason for Fritolay, snacks manufacturing arm of PepsiCo group, to launch its Quaker Oats today in Chennai, said, Sucheta Govil, marketing director, FritoLay India. However, she pointed out that official statistics was not available to substantiate the findings.
The branded breakfast cereal volume is estimated at 14,000 tonnes annually, of which 4,000 tonnes will be oat meal and the remaining will be made of cornflakes and other cereals.
Manu Anand, managing director, FritoLay India, said that Quaker oatmeal will have presence in other metropolitan cities in the next six months and the company will be importing all its oats from Australia.
Anand said that Quaker Oats will help diversify and strengthen FritoLay portfolio of brands and product offerings. The other brands of FritoLay in India are Lays potato chips, Uncle chips, Kurkure, Cheetos and Lehar Namkeen.
Quaker oatmeal is available in 35 grams priced at Rs 8 while 200 grams at Rs 38 and 400 grams is priced at Rs 70 and will be available in select outlets in Chennai, Hyderabad and Mumbai.