PepsiCo And Kellogg's Square Up Over Ready-To-Eat Oatmeal In India

The growing ready-to-eat meal category in India represents the battleground between Pepsico’s Quaker and Heart to Heart Oats, which Kellogg’s launched in the country a few months ago. Kellogg’s is positioning its product with heart health benefits, especially aiming at men between 35 and 44, but through their wives, saying the wife is best placed to understand her husband’s health. It’s also targeted at working women. As well as the more usual channels, Kellogg’s also intends to distribute the product through chemists and medical outlets in Tier II and III towns. Although still a relatively small category in India, Kellogg’s has expects that to change in the next few years. PepsiCo is responding by trying to “Indianize” Quaker, demonstrating how oatmeal can be used in Indian recipes, as well as pushing the health and convenience benefits of oats. It also allying with Apollo Hospital to launch a Heart Health campaign and pushing its products in hospitals. These brands will also have to compete with small, local brands.