PepsiCo India has become the latest entrant in the fast-growing value-added dairy segment.
The company is extending its brand Quaker to the packaged dairy segment and is set to launch Quaker Oats + Milk. Co-Created with cricketer Sachin Tendulkar, the product will be launched in 17 cities, over the next few weeks, in the country.
Deepika Warrier, Vice-President, Nutrition Category, PepsiCo India, said: “We are a food and beverage company and this product brings together the nutritional value of oats and the goodness of milk. We are trying to create a new sub-category with this grain dairy beverage which has been developed using our patented “SoluOats technology” to blend oats with milk.”
Quaker Oats + Milk will be launched in two flavours –Mango and Almond -- in 180ml tetra-pack, priced at ₹30.
“We have clearly taken our time to enter the dairy segment as we wanted to enter the market with the right proposition that will address the nutrition needs of the time-starved millennials and young Indian consumers,” she added.
PepsiCo India’s partnership with Tendulkar for its dairy foray is not just an endorsement deal.
“He has been working with our R&D team over the past 18 months and has shared his insights on the right intake of nutrition for healthy mornings. The product is sharply positioned for the morning consumption occasion,” she added.