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Saffola oats in Marico’s healthfood portfolio
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Saturday, 16 October, 2010, 08 : 00 AM [IST]
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Marico is rolling out Saffola Oats in its health portfolio and is pitting itself against established MNCs such as Pepsi (with Quaker Oats) and Kellogg’s with its recently launched ready-to-eat oats. Branded oats is a relatively small category estimated at Rs 80 crore , and is currently dominated by international brands with Bagrry’s being the sole Indian player in this category, according to a report in Business Line.
Having exited the snacks category under the Saffola Zest brand in the recent past, the home-grown FMCG major continues to offer products in the food category under the Saffola franchise.
Sameer Satpathy, executive vice-president, and head (marketing) Marico, said: “We are in the process of rolling out oats under Saffola. The USP of our oats brand is that it has been made specifically to suit Indian cooking in terms of taste and texture. The brand would be competitively priced to the existing oat brands in the market.”
Cornflakes leader Kelloggs has entered the oats category with its “Heart to Heart” oats with an attempt to Indianise its offerings. Even ketchup company Heinz has entered the breakfast cereal market with muesli recently while Pepsi brought in its iconic brand Quaker Oats brand in 2006. But Marico does not seem too ruffled with MNCs dominating in the category, according to the report.
Says Satpathy, “The colour competition does not matter and Saffola is a strong brand and consumers are passionate about the brand.”
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