Frito-Lay enters biscuits category

NEW DELHI: Frito-Lay, PepsiCo���s snack foods arm, on Thursday announced its entry in the biscuits category, to challenge majors like Britannia and Parle. Its new brand ��� Aliva -- is a locally developed, baked cracker and has been positioned as a healthy snack food. The snack foods company has set up a new manufacturing line at its existing plant in Ranjangaon to manufacture Aliva.

Frito-Lay proposes to invest significantly on the brand, and its investments are part of the overall Rs 500 crore it proposes to infuse in capacity expansion, product innovation and research & development over a three-year period.

"With Aliva, we hope to replicate the success we achieved with Kurkure, and the brand is a milestone in our
journey to transform our portfolio to address the growing consumer focus on wellness," Frito-Lay India CEO and PepsiCo president Gautham Mukkavilli said. The product falls within PepsiCo���s ���good for you��� bracket, and may be exported to other countries in the long run. It has been tested in markets other than India as well.

While Kurkure is Frito-Lay���s biggest volumes brand, breakfast cereal Quaker is the company���s fastest growing. Frito-Lay has a dominant share of the snack foods category with brands liek Kurkure, Lehar and Quaker, followed by ITC.