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In a bid to strengthen its presence in the traditional salty-snacks space, PepsiCo India is set to launch a new sub-brand under the Kurkure umbrella, Twistkeen.
The company aims to create a new category by making a play in the baked savoury snacks segment in the finger-food format, imbibing local ingredients and traditional flavours.
Positioned in the premium segment, Kurkure Twistkeen will be available at two price points, ₹15 and ₹55, and in three variants, inspired by traditional namkeens such as Bikenari Bhujia, Andhra’s Murukku and Shahi namkeens.
The company will launch a 360-degree marketing campaign, shop activations and product trials to back the new launch.
Jagrut Kotecha, Vice-President, Snacks Category, PepsiCo India, said, “We believe the new launch will play a critical role in enabling us to achieve our goal of doubling our salty snacks business over the next five years. We are looking to create a new category in the salty snacks segment through Kurkure Twistkeen by following a strategy of re-imagining traditional snacks and offering them in a modern and convenient format with low salt content.”
Extensive research
He said that PepsiCo’s global R&D teams in the US and Mexico collaborated with the Indian R&D team to develop the new product, a result of two years of extensive research.
“In the first phase, we will launch it in the top 18 cities over the next 30-45 days. We are targeting urban consumers and it will be retailed at modern trade stores, e-commerce and select traditional trade stores. But we won’t retail it at mass traditional stores,” he added. The company will make the product at its Pune factory.
“Now that we have unlocked the baked traditional snacks technology, we can play with other local ingredients. We are working on other variants as well as formats to expand this range,” Kotecha said.
The organised salty-snacks segment is pegged at ₹22,000 crore and broadly divided into three segments, chips, extruded snacks and traditional snacks, estimated to be at about ₹8,000 crore.
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