PepsiCo, maker of Pepsi cola, Mountain Dew lime drink and Kurkure snacks, is taking its packaged water brand Aquafina premium in flavours and fortified with nutrients, the company’s senior VP (beverages) Vipul Prakash said.
A Rs 1,000-crore plus brand, Aquafina competes with Ramesh Chauhan’s Bisleri and Coca-Cola’s Kinley in the crowded and intensely competitive packaged water space.
“The move is in continuation of our portfolio transformation exercise, which includes reduction of calories in carbonated drinks and introducing zero or low-sugar beverages across the hydration space,” Prakash said.
PepsiCo said the new product, called Aquafina Vitamin Splash priced at Rs 30 and 50, had the lowest sugar component in its category compared to others in the domestic market.
Prakash said the company is betting big on hydration, and was looking at introducing more drinks with vitamins, flavours, and possibly even in the herbal space with products such as ayurveda water, in response to rapidly evolving consumer preferences for functional beverages. “We expect the new product to contribute 10-15% of the packaged water mix over three years. Base water will remain the core product for us,” he added.
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