Frito-Lay spices up Kurkure with New Red Chilli Chatka

Company press release, January 17, 2003

New Delhi

To make the Kurkure experience more mast in the World Cup season, Frito-Lay India, manufacturer of leading snack brands, has launched Red Chilli Chatka, an exciting tangy and spicy variant of the already popular Kurkure. In addition to this, Kurkure, which is the official snack for ICC Cricket World Cup 2003, brings Kurkure Mast Cup Offer for cricket enthusiasts. This offer will give 100 lucky winners a chance to fly to South Africa for five days and four nights, both, to watch a match of the World Cup 2003 and enjoy the sight and delights of Sun City, Johannesburg etc.

The new product, Red Chilli Chatka is another exciting flavour from Kurkure, and has the light and chatpata (spicy) taste appeal. Targeted at the entire family, including adults and kids, it is available in rich green packs with a tantalizing shot of the ingredients and will be initially sold in units priced at Rs 10.00 and Rs 5.00. Research has shown that Red Chilli Chatka enjoys the same high levels of consumer acceptance as Kurkure Masala Munch, which has taken the market by storm since launch in 1999.

"From its launch in 1999 to its current status, Kurkure has come a long way. The introduction of each new variant is a milestone for us which takes us closer to our goal of being the first choice in namkeens," said Manu Anand, Managing Director, Frito-Lay on the launch. "Kurkure is the modern namkeen snack, enjoyed at tea-time or any other time of the day, whether with family, friends or just by oneself."

"A wide range of offerings is imperative to the namkeens market. Kurkure, like any other impulse snack product, needs to give variety to retain consumer interest and loyalty to the brand," said Geetu Gidwani Verma, Marketing Director, Frito-Lay India. "It is our constant endeavour here at Frito-Lay to innovate and introduce new flavours to match the Indian taste buds, at affordable prices. "

In addition, as the official snack of the ICC Cricket World Cup 2003, the Kurkure Mast Cup Offer brings for its consumer coupons with interesting cricketing facts, coupons for free packs of Kurkure, write-in prizes and a chance for an exotic trip to South Africa. The promotion will be supported by a huge media campaign to reinforce product awareness and spur trials.

About Kurkure

Kurkure, a crunchy, modern and convenient, Indian snack food, is a unique blend of traditional ingredients and tongue tingling seasoning. Launched in 1999, with the objective of taking share from the traditional namkeen market, it has become an umbrella brand from being a Lehar sub-brand within a short span of two years.

It is available in Masala Munch, Kurkure Twisteez and now Kurkure Red Chilli Chatka flavours.

About Frito-Lay India

Frito-Lay India is the manufacturer of leading snack brands such as Lay's Potato Chips, Lehar Namkeen, Kurkure and Cheetos fun snacks in India. Its parent company, the $ 11 billion Frito-Lay International is the world's largest snack food company and is part of the $27 billion PepsiCo Group of Companies.

Frito-Lay India is the largest player in the Indian salty snack market with a market share (value) of above 40%.

Lay's potato chips are available in four variants - Classic Salted, Magic Masala, American Style Cream and Onion and Spanish Tomato Tango. Cheetos, the extruded snack foods from Frito-Lay, has three variants - Tomato Wheels, Masala Balls and Cheese Puffs. Lehar Namkeen has a wide variety of winning products including Aloo Bhujiya. Kurkure has expanded its range with launch of Kurkure Twisteez and Kurkure Red Chilli Chatka to add to Kurkure Masala Munch.

For more information:

Payal Dhir

Frito-Lay India

Tel: 95124-2803200

Fax: 95124-2803165

Email: payal.dhir@intl.fritolay.com