PepsiCo India's FritoLay brand is revving up through an array of marketing campaigns and variant launches, with the onset of cooler climes and its flagship cola business taking the seasonal backseat.
According to Deepika Warrier, marketing director, FritoLay division, PepsiCo India, its consumers have received the recent campaign for FritoLay very well. While maintaining the well-entrenched Lay and Kurkure brands, the company plans to highlight Cheetos and Quaker Oats from its stable, with a slew of new campaigns scheduled during the year for the two brands.
According to the company's overall strategy to focus on health, FritoLay will also see changes in its current manufacturing methods for its products, such as using rice bran oil, which it says would reduce saturated fat levels by 40 per cent. It will also see nutritional labelling on product packages. New launches too will have to qualify as "health and wellness oriented".
