Even as swadeshi major ITC Foods is getting ready to foray into the health snacks sector, videshi major Frito-Lay India is in the process of relaunching its brands after reducing the saturated fat content in all its products by 40 %.To announce Frito-Lay?s health initiative, the company is currently drawing up a new communication plan. On the other hand, ITC Foods is also revamping its communication strategy to popularise its new launch ?Bingo?. The Rs 2700 crore branded snacks sector in India will soon witness a major battle between swadeshi as well as videshi players, predict industry analysts.
On Frito-Lay?s health initiative, Manu Anand, managing director of the company said: ?We are gradually changing to a healthier option by reducing the sat fat content. The composition of the product is now different but the price and taste of our products remain the same.? According to Anand, the company is reducing the saturated fat content by 40 % in all its brands which include , Lay?s, Kurkure and Cheeto and Lehar.? This is an India-specific initiative. We are now looking at ways to communicate this news to our consumers,? he added. In a bid to take on global brands, ITC Foods is now chalking out a new game plan which includes new multi-media ad campaigns and new variants. ?We forayed into the branded snack foods sector with the launch of Bingo-four months ago. We have already captured a 10 % market share in this sector,? said Ravi Naware, chief executive officer of ITC Foods.