PepsiCo India eyes revenue fizz from Nutrition portfolio

Sangeetha Chengappa Bengaluru | Updated on January 13, 2018 Published on March 07, 2017

Deepika Warrier

Sees growing demand from millennials for healthy options

PepsiCo India Holdings Pvt Ltd aims at growing its Nutrition product portfolio revenues 2.5 times that of its core product portfolio revenues by the year-end, fuelled by demand from millennials for healthy and nutritious food options, said a top executive from the company.

New products

“These new products are a part of our overall portfolio transformation agenda, which is to take our core product range and transform it, like reducing sugar levels in our carbonated soft drinks without compromising on the taste” said Deepika Warrier, Vice President, Nutrition Category – PepsiCo India. Pointing out that, while upma, idli, dosa, khichdi are well loved food options in Indian homes, they are often not whole grained, she said “Globally it is mandated that you should have 2 serves of whole grained foods in your diet to prevent lifestyle diseases. Our new Quaker Nutri Foods product range, including upma, idli, dosa and khichdi, which is being launched across the country since Friday, contains 40-60 per cent of whole grained oats, which provide protein, fibre and micro-nutrients like selenium which helps to build immunity. We have addressed the taste part by partnering with Chef Vikas Khanna who helps co-create these recipes to create winning products that outdid competition in blind tests on taste and ease of preparation.”

Pointing out that as per India’s Phytonutrient Report by ICRIER, the WHO recommends a daily intake of 400 gm or 5 daily servings at an average serving size of 80 gm of fruits and vegetables, excluding potatoes, cassava and other starchy tubers to prevent diet related chronic diseases and micronutrient deficiencies, she said: “The average intake in India is 3.5 servings per day and it goes down with the younger generation (students) to 2.94 servings per day. Fruit & Veggies, a 200 ml juice pack that is a combination of apple, beetroot and carrot juice under Tropicana Essentials, addresses this need.”

By the end of the year, the company will roll out regional variants in its Quaker Nutri Foods range including ragi-based foods for the South and bajra, broken-wheat based foods in the North, which are in development at present. The second product under Tropicana Essentials will be launched in April followed by two more products thereafter, which will provide solutions to anaemia, bone health and multi-vitamin deficiencies.

Larger share

“With all these new products, we are expecting to grow Nutrition category revenues 2.5 times that of our core portfolio revenues by the year end,” said Warrier.

With the new range of healthy, nutritious food, PepsiCo is looking to garner a larger share of the ₹980 crore breakfast cereals market that is currently dominated by Kellogg’s.

Tropicana Essentials will take on Dabur which leads in the fruits and vegetable juice space. PepsiCo’s new range of 5 products under its two popular brands Quaker (oats) and Tropicana (fruit-based juices) will be launched in a phased manner, beginning with Delhi and Bengaluru and will cover the top 8 cities.

The products will be available online on Amazon, BigBasket, Grofers; traditional kirana stores and organised large- format retail chains. The new product portfolio under Quaker Nutri Foods are:Nutri Upma, Nutri Dosa, Nutri Idli and Nutri Khichdi. While the first three are available in multi-serve packs of 150 gm priced at ₹45, Khichdi and Upma are also available in single-serve 40 gm packs priced at ₹15. Tropicana Essentials offers one option -Fruits & Veggies, a 200 ml carton priced at ₹30.

Published on March 07, 2017

A letter from the Editor

Dear Readers,

The coronavirus crisis has changed the world completely in the last few months. All of us have been locked into our homes, economic activity has come to a near standstill. Everyone has been impacted.

Including your favourite business and financial newspaper. Our printing and distribution chains have been severely disrupted across the country, leaving readers without access to newspapers. Newspaper delivery agents have also been unable to service their customers because of multiple restrictions.

In these difficult times, we, at BusinessLine have been working continuously every day so that you are informed about all the developments – whether on the pandemic, on policy responses, or the impact on the world of business and finance. Our team has been working round the clock to keep track of developments so that you – the reader – gets accurate information and actionable insights so that you can protect your jobs, businesses, finances and investments.

We are trying our best to ensure the newspaper reaches your hands every day. We have also ensured that even if your paper is not delivered, you can access BusinessLine in the e-paper format – just as it appears in print. Our website and apps too, are updated every minute, so that you can access the information you want anywhere, anytime.

But all this comes at a heavy cost. As you are aware, the lockdowns have wiped out almost all our entire revenue stream. Sustaining our quality journalism has become extremely challenging. That we have managed so far is thanks to your support. I thank all our subscribers – print and digital – for your support.

I appeal to all or readers to help us navigate these challenging times and help sustain one of the truly independent and credible voices in the world of Indian journalism. Doing so is easy. You can help us enormously simply by subscribing to our digital or e-paper editions. We offer several affordable subscription plans for our website, which includes Portfolio, our investment advisory section that offers rich investment advice from our highly qualified, in-house Research Bureau, the only such team in the Indian newspaper industry.

A little help from you can make a huge difference to the cause of quality journalism!

Support Quality Journalism
This article is closed for comments.
Please Email the Editor
You have read 1 out of 3 free articles for this week. For full access, please subscribe and get unlimited access to all sections.