Mumbai: Beverage company Pepsico India will launch an ad campaign over the next few months through their flagship brand Lays potato chips to educate consumers on the firm’s effort to reduce sodium in their salty snack foods.
In March, this year, India-born chairman and chief executive Indra Nooyi told an investors’ meeting that PepsiCo plans to cut sodium in its key brands by one-fourth in five years. In 10 years, the company aims to reduce sugar content by 25% and saturated fat by 15% as per its global goals.
“We are completely in sync with the global PepsiCo commitments for 25% reduction in sodium levels for all our key foods brands by 2015 and are in the process of working out its implementation in India,” said Deepika Warrier, director of marketing at Frito-Lay India, which makes snack brands, including Kurkure, Lay’s, Uncle Chips, Aliva and Cheetos.
“In fact, we are already working on sodium reduced products. Our team already have the products ready,” says Warrier, but is skeptical about its acceptance. “The big challenge is going to be consumer acceptance.”