Sultans of Snacks prepare for fresh war on Rs7k cr battlefield

You have heard of the Cola wars, now brace yourselves for the battle of the Sultans of Snacks, as they square up against each other on India's Rs7,000 crore branded-snacks battlefield.

PepsiCo India's strategy to conquer the snacks space comprises three elements: the launch of new packaging initiatives; the resolution to win the hearts of consumers with engagement drives; and to carry out an advertising blitzkrieg. PepsiCo's adversary, ITC Foods, is preparing for the war by expanding its manufacturing capacity; buttressing distribution network; and enlarging product portfolio. Parle Products is also planning to enter the combat zone and is strengthening its distribution network.

ITC is ready for the first salvo. It will soon unleash a forceful ad campaign, drawn up by Ogilvy & Mather India for its Bingo brand. ITC has also stormed a few western Indian markets with new pack sizes for Bingo, with 50% extra volume. As of now, ITC is in the second spot in the sector. The leader is PepsiCo, which has launched its Lays brand in a new package.

The packaging design was changed in line with its consumer promotion that is headlined as "Give us your delicious flavour and win cash". The new offering is being introduced with heraldry from JWT India â€ in print and digital advertising, and on TV.

For its part, Parle has retooled its Musst Chips and Stix brands with 50% extra offer in some chosen markets.