Pepsico India wants to make Quaker Oats its flagship brand for health food. This is a part of the cola majors major's initiative to drive its health agenda. The company, say sources, is planning to “Indianise” the brand being marketed by its Indian subsidiary - Frito-Lay India (FLI) - and launch a slew of products familiar to Indian consumers.
When contacted, FLI MD Manu Anand confirmed that the company has plans to use it's knowledge about oats to expand its basket in India. “We are approaching Quaker Oats from the perspective that it's a wonder grain which holds massive potential for development in India,” he said. FLI's R&D facility is busy trying to convert oats into forms and tastes that is familiar to Indian palettes.
In other words, it is identifying launching products that can lends themselves to oats. This means, says, Mr Anand, Quaker Oats might get extended to products as diverse as poha, upma and other such savouries as long as the core remains oats.
The brand was launched late last year and is currently available in simple white cereal form which is on the national roll out. “We want to expand the brand appeal and its distribution and you shall see several new launches within Quaker umbrella in the next six months,” said Mr Anand.
FLI which launched low-fat Cheetos, is now looking to rapidly expand healthy roasted snack food. The company is plan to expand its roasted namkeen basket by introducing vegetable flavours , he added.
On the other hand, within beverages, Pepsi is planning to use its juice brand, Tropicana, as its growth engine. “The company is all set to introduce popular flavours such as mango and on the snack food, it wants to bring in goodness of vegetables,” said a source.