The Hindu Business Line : Frito-Lay launches biscuit brand Aliva

Mr Gautham Mukkavilli, CEO, Frito-Lay India and President, PepsiCo, India Region, with Ms Deepika Warrier, Director Marketing, Frito-Lay India, at the launch of Aliva, in the Capital on Thursday.

Our Bureau

New Delhi, June 4 Frito-Lay India, the snack food division of PepsiCo India, launched biscuit brand ‘Aliva’ on Wednesday, as part of its goal of portfolio transformation. With this new product, Frito-Lay aims to capitalise on the domestic salty snacks and biscuits market estimated to be worth Rs 10,000-11,000 crore.

Mr Gautham Mukkavilli, CEO (Foods Division) & President, PepsiCo India, said during the product launch, “It is a huge bet that we are placing on creating a new baked savoury cracker category.”

‘Aliva’ is a baked snack and made with wheat and lentil. The company is targeting young adults in the 30-plus age category.

The product has been developed in India, and aims to meet the snacking needs of the Indian consumer.

He stated that the company would not be marketing ‘Aliva’ on the health platform. The product will be available across the country by the end of the week.

‘Aliva’ will be launched in 60 gm packets priced at Rs 12. It will come in four flavours catering to the Indian taste — Special Pindi Masala, Mint Flavour with herbs, Original Salted and Tomato & Roasted Spices.

According to Mr Mukkavilli, the product had been under development for the last two years.

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Frito-Lay launches biscuit brand Aliva