DRIVING A NUTRITIOUS AGENDA
Beverages and snacks giant PepsiCo India has launched three new products this year in the Nutrition space. Deepika Warrier, Vice-President, Nutrition, PepsiCo India talks about how the brand is positioning these new products as wholesome choices for young
Q] You have had three launches in the Nutrition portfolio this year. Tell us about your strategy behind these product launches.
It has indeed been a very interesting year for us with so many products being launched under PepsiCo’s Nutrition umbrella. In 2017 alone, we have introduced Quaker Nutri Foods readyto-cook breakfast range, Tropicana Essentials functional juices and Quaker Oats + Milk, a unique grain dairy beverage. We are mainly targeting millennials and young consumers who lead a rushed lifestyle, and seek solutions to incorporate health and nutrition in their everyday routine. We have worked with Indian consumers’ need for convenience and on-the-go nutrition solutions to complement their time-pressed lifestyles. At the same time, consumers have been very clearly telling us that while they seek health and nutrition benefits, they will not compromise on taste. So we remain focused on delivering both nutrition and superior taste to consumers. We have successfully made India’s favourite breakfasts healthier with the Quaker Nutri Foods range –the range comprises Idli, Dosa, Upma and Poha with 4056% Quaker oats. Then we have the Tropicana Essentials range of functional juices tailor-made to address deficiencies in the diet and lifestyle of urban consumers, with variants such as Fruit & Veggie, and Iron. The Quaker Oats+Milk, is a first-of-its kind grain and dairy beverage in a unique, tasty offering. We have been focused on availability, stand out visibility in-store and trial generation for these new platforms and the response so far is encouraging.
Q] Take us through the insight behind the new Quaker Real Fit campaign.
Our newest campaign for Quaker – ‘Fuel for the Real Fit’, celebrates young Indians doing regular jobs like a teacher or a doctor, who effortlessly multitask each day, and establishes Quaker as the fuel that gives them the energy to do more. Oats are a huge source for sustained energy through the day and through our campaign, we highlight how Quaker fits in perfectly with the hectic lifestyle led by millennials. We have employed a 360-degree campaign across traditional, broadcast and digital media. We kicked off the campaign with two powerful films that redefine the idea of ‘real fit’, defining it as going beyond physical aspects. The first film showcases a day in the life of a playschool teacher who does countless sit-ups and bends as she takes care of a class full of toddlers, and she is the ‘real fit’ icon for her boundless energy and enthusiasm, with Quaker being the fuel that keeps her going. The second film showcases a doctor in an Emergency Room, who keeps going through various stressful situations, and has the energy to comfort a patient’s family even as he works through a 24-hour work day. Several A-list celebrities and influencers such as Chef Vikas Khanna, Rana Daggubati, Disha Patani, R Madhavan and Tiger Shroff have also lent support to this campaign while speaking about their ‘real fit’ icons on their social media handles. With this campaign, we want to change the way people perceive ‘real fitness’.