Rediff India Abroad
 Rediff India Abroad Home  |  All the sections


The Web

India Abroad

Sign up today!

Mobile Downloads
Text 67333
Article Tools
Email this article
Top emailed links
Print this article
Contact the editors
Discuss this Article

Home > Business > PTI > Report

Kurkure goes to UK

September 17, 2007 17:43 IST

As Lays and Kurkure are already established in the Indian snacks market, Pepsico India's FritoLay is working on strengthening its other brands Cheetos and Lehar Namkeen through portfolio expansion and new variant launches.

Besides an aggressive marketing strategy for India, FritoLay is also taking Kurkure overseas by sharing manufacturing technology with its counterparts in the UK, the US and Pakistan.

"We have already started manufacturing Kurkure in Pakistan, while its on the testing stage in the UK and US. It will be definitely launched in the UK next year followed by the US," Pepsico India Holdings FritoLay Division Marketing Director Deepika Warrier told PTI.

She said the product could be tweaked a bit for foreign markets but the basic Indian flavour would be retained to target the ethnic population outside the country.

On the domestic front, the company has charted out an aggressive strategy for its Quaker oatmeal, Cheetos snacks for children and Lehar Namkeen.

"We are expanding the Lehar portfolio by launching new variants and putting the distribution machinery in place for the same. An innovation initiative for Quaker is in the planning phase along with new flavours by this year end," Warrier said.

FritoLay will be giving Cheetos a facelift with a new international 3D packaging developed for key global markets, including India.

© Copyright 2007 PTI. All rights reserved. Republication or redistribution of PTI content, including by framing or similar means, is expressly prohibited without the prior written consent.