Healthy is big for PepsiCo in India

By Ankush Chibber , 13-Feb-2012

PepsiCo’s push into the healthy foods market in India is truly on its way with the company launching ‘healthier’ variants of some of its most popular food products.

PepsiCo taps into the Indian healthy foods market with Lay's and other products

In late January this year, the company launched a baked version of Lay’s potato chips that Vidur Vyas, marketing director at the India Foods division at PepsiCo India, said is “specifically targeted at young women” who are conscious of what they are consuming.

Launched in 1995, the Lay’s potato chips brand today the dominant player in its category in India.

Noting that the potential for snacking in India is huge, Vyas told FoodNavigator-Asia that Lay’s baked chips are targeted at consumers who love the taste of Lay’s but want something healthier, “which this version provides with 50% less fat.”

“We have been here for practically created the organized snacks market in India. And we have developed a deep understanding of the Indian consumer. Fast evolving lifestyles mean that consumers across income strata are adding branded healthy products to meet their needs,” he said.

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