Frito-Lay India, the Rs 150 crore snack food subsidiary of US giant PepsiCo, has announced the mid-January launch of its new finger snack, Twistee Ley.
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The product, similar in looks to the fast-selling Lehar Kurkure already on the market, falls into a snack food category somewhere between the Cheetos product and the Indian snack namkeen. Twistee Ley is the first product produced by Frito-Lay to be made using lentils and potatoes as ingredients.
Costing around Rs5, the product will be targeting the youth and elderly, rather than children in particular. Initially available in one flavour, Cheezy Chat, the company plans to introduce a wider range of tastes as market response gathers pace.
Frito Lay currently enjoys a 40% market share, but company sources deny that it is competing with the India player Haldiram, which controls the remaining 60%.
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By GlobalData
