DRIVING A NUTRITIOUS AGENDA DEEPIKA WARRIER, VICE-PRESIDENT, NUTRITION, PEPSICO INDIA
What kind of media mix are you using for your newly launched products?
For Quaker Nutri Foods and Tropicana Essentials, we have carried out extensive sampling to consumers across modern trade, e-commerce, and on-ground channels, in addition to sustained social media campaigns to build strong consumer engagement and relevance. We also leveraged traditional media, as needed. For Quaker Oats+Milk, we have used a mix of Television and Digital media, keeping in mind the young consumers that we are targeting. In addition, we have used extensive sampling to familiarize consumers with the product benefits. In keeping with the consumers we are targeting, we have a 360-degree roll out plan for all our campaigns, encompassing Digital, on-ground activations, Radio, Print and Television depending on the geographies and target groups. Visibility in store and sampling is a critical part of the mix.
Q] Are there any markets that you will be focusing on in particular?
For Quaker, we target all metros and the South will remain our biggest market. For Tropicana Essentials and Quaker Oats+Milk, we are focusing on urban consumers in all the metros.
Q] Will you also be looking at smaller towns and cities?
We have seen a good response from all the major markets, and also on e-commerce channels. We are focused on establishing the new products in the metros and Tier I markets, before we take them to smaller towns and cities. Having said that, both Quaker and Tropicana are present in the smaller markets and enjoy good recall among consumers seeking nutritious options.
Q] There is an increasing awareness today about the harmful effects of added sugar and the need for healthier packaged foods. How do you ensure that the new PepsiCo products tick all the right boxes?
At PepsiCo India, we are moving towards a healthier portfolio as part of our ‘Performance with Purpose’ philosophy. We are working to reduce sugar in our products, with a goal that at least two-third of our portfolio will have less than 100 calories by 2025. More importantly, we are innovating and growing our nutrition portfolio to address consumers’ nutritional needs. We are targeting the breakfast and inbetween meal needs through our Tropicana and Quaker portfolio. We are innovating with local flavours to make the products more exciting for Indian consumers. Some examples include Quaker Oats Chaat Style and Curry Magic flavours; and Tropicana Alphonso and Mosambi Delight. Our nutrition portfolio is our fastest growing category and we remain focused on expanding our play in this space.
Q] What, according to you, will drive the market for healthy, on-the-go breakfast products?
Today, rushed lifestyles combined with a growing recognition for health and wellness, are compelling consumers to look for convenient solutions that help them adopt nutrition into their daily routine. The breakfast space is a significant one as consumers seek to include more healthy choices at this time, versus the rest of the day when they feel less in control of what they consume. Both Quaker and Tropicana are flagship brands and are well poised to grow in India. We believe that convenience and nutrition credentials of products will be the growth drivers for the Nutrition category. On-the-go solutions will continue to drive consumption among these time-pressed consumers.
Q] Considering that you are targeting younger consumers, how are you using the Digital space to engage with them?
We are playing with several interesting formats in the Digital space. For example, for Quaker, our aim is to change consumer perception of ‘real fit’ and to do so, we have brought on board credible, influential voices of authority including nutritionists and Bollywood icons who are known for their fitness quotient (not just physical but also mental). We have also just rolled out a campaign for Teachers’ Day, amplifying the ‘Fuel for the Real Fit’ film that celebrates the devotion and dedication we have seen in our teachers.