Pepsi launches Aliva, new baked savoury cracker
08 Jun 2009
Frito-Lay India, the food division of PepsiCo India, last weekend launched its new snack brand, Aliva, a range that Pepsi says has been developed especially for the Indian consumer.
After Kurkure's success, Aliva marks Frito-Lay India's creation of a new baked savoury cracker category - borrowing ingredients and textures from biscuits and namkeens (salted snacks).
Aliva is a step in the company's journey of portfolio transformation towards providing healthier and tasty snacking options in line with the local consumers' needs.
Aliva has four Indian flavours using ingredients like wheat and lentils, in a different shape and premium packaging.
The new savoury will be available across the country from this week.
Aliva comes in four distinct Indian flavors Special Pindi Masala, Tomato & Roasted Spices, Mint Flavor with Herbs & Original Salted using special local spices unique to different regions of the country.
Frito-Lay India has drawn an intensive consumer activation campaign to market Aliva. The 360 degree marketing communication plan will revolve around the product core - ''chatpate crackers with wheat and daal.''
