5 June 2009 - Frito-Lay India, the snack food division of PepsiCo India, has launched biscuit brand called 'Aliva', a move which not only is seen as in line with its portfolio transformation strategy, but also as an attempt to capitalise on a growing Indian salty snacks and biscuits market.
"After Kurkure’s enormous success, Aliva marks Frito-Lay India’s creation of a new baked savory cracker category – borrowing ingredients & textures from biscuits & flavorful experiences from namkeens", said the company.
The launched is viewed by Frito-Lay as a significant step in providing healthier and tasty snacking options in line with the local consumers’ needs.
Grantham Mocksville, CEO of Frito-Lay India, commented: "We are delighted to introduce Aliva – a truly Indian innovation. With Aliva we aim to replicate the success we achieved with Kurkure in a shorter time span. Aliva is yet another milestone in Frito-Lay India’s journey to transform its portfolio to address the growing consumer focus on wellnessand ingredients. We will manufacture Aliva at our Ranjangaon plant where we have deployed a new state of the art baking line with Frito-Lay’s flavor technology".
'Aliva' is a baked snack and made with wheat and lentil. The company is targeting young adults in the 30-plus age category. It will be launched in 60g packets priced at Rs 12. andwill come in four flavours. The product will be manufactured at the company's Ranjangaon plant.
