You are on page 1of 23


The Indian snacks market is worth around US$ 3 billion .The “unorganized snacks market” is worth US$ 1.56 billion .Potato chips and potato-based items from 85 per cent of the Market. Haldirams and ITC are some of the leading players.Frito Lay, with a market share of 45 percent (US $550 million) dominates the market. PepsiCo is also a dominant player in the snack food segment in India. PepsiCo's snack food company Frito-Lay is the leader in the branded potato chip market. It manufactures Lay's Potato Chips; Cheetos extruded snacks, Uncle Chips; traditional namkeen snacks under the Kurkure and Lehar brands; and Quaker Oats. Launched in 1999, this perfect 'namkeen' snack, fully developed in India, has become the torch bearer of fun and lovable human quirks. It developed an even stronger identity through celebrity associations with Juhi Chawla [2003] and Kareena Kapoor [2008], well-known actors in Indian Cinema. Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the flagship of Frito Lay's Indian division. It is marketed by Hirani Industries Corp. (USA incorporated company) in Kenya. It is one of the most popular food products in India today. The snack comes in 4 flavors. They are Masala Munch (orange pack), Green Chutney Rajasthani Style (light green pack), Chilli Chatka (dark green pack) and Tamatar Hydrabadi Style (brown pack). There are two new flavors too. One is the Kurkure Xtreme Electric Nimbu and the other is Kurkure Xtreme Risky Chilli. A Special Edition flavour, Jaljhalo Hit has been released as a Pujo Special for Durga Puja, 2007. Snacks are of two types extruded & potato chips, Kurkure is the extruded snack item. In November 2006, Frito Lay announced plans to release Kurkure to American markets sometime in 2007. This decision was made after analysts showed increasing interest in Indian spices in the USA. Also the introduction in other markets with a non-resident Indian population such as the UK is planned. Kurkure was Frito Lay's first big hit in India and succeeded by making a host of Indian flavours possible and popular in a finger snack. Kurkure is a crunchy new age namkeen snack brand which symbolizes light hearted fun. Embodying the spirit of India, Kurkure has found a home in the hearts & minds of all and enjoys the position of a strong Lovemark brand in India.

The spirit and twinkle of Juhi's personality complements and embodies what Kurkure stands for. Over the years, Kurkure has journeyed effortlessly from being a snack with a twist to being an integral part of the tea time menu to being an embodiment of lovable human 'imperfections' or 'tedhapan'


Product Strategy
 Features Building trust and connection by informing the consumers of the authentic ingredients that go into the product. Kurkure is a new age Namkeen and made of edible ingredients including rice meal, corn meal, gram meal, edible oil, seasonings, salt, spices and condiments and flavours. Its Snack Smart initiative to cut out trans-fat from its products by using rice bran oil which cuts saturated fat by 40 per cent. Kurkure has 40% less Saturated Fat, Zero Trans Fats and No Added MSG .All the raw materials used in Kurkure comply with the Prevention of Food Adulteration Act and Rules that govern the manufacture, distribution and sale of Kurkure. All ingredients are such that are used daily in all households today for preparation of various edible items. Kurkure is a very popular and easy making product. They are manufactured by extruding heated dough through a die that forms the particular shape. They may be ball-shaped, curly, straight, or irregularly shaped. In India, it was called "Kurkure". Most popular were the corn curl kurkure.  Pricing Competitive pricing Strategy was adopted by the company in order to establish the brand in Indian markets. Introduction of smaller packs targeted towards small quantity consumers and middle/ low income customers. Price Range • • • Small Rs 5/Medium Rs 10/Large Rs 20/-

 Quality Standards Kurkure is made in automated plants in three locations. These are in Channo ( Punjab ), Kolkata and Pune. These plants are also audited and certified by various external agencies. These certifications include HACCP (Hazard analysis and critical control point) certification by TQCSI (Australia), which confirms that products are manufactured in Food safety environment and manufacturing has adequate controls to ensure product tracking, American Institute of Baking

(USA), one of the best auditing body which confirms process and product safety. Our Plants are ISO 14000 certified which confirms that the manufacturing process ensures environmental safety. The plants are also certified to ensure that the product, process, environment and people safety have been maintained at very high level and this certification is issued by OHSAS 18001-(Occupational Health and safety assessment series) - (USA).  Ingredients While concerning the ingredients, it contains major mixture of Rice Meal, Edible Oil, Corn Meal, Gram Meal, Salt, Spices and Condiments and converted them to snack like eating crisp sticks that has never introduced before.  Usage Kurkure is also positioning itself on the basis of its usage. Its promotional campaigns urge consumers to use it on. Daily basis

At lunch Dinner Anytime, anywhere

Servings • • • • With Chaat With tea With Raita With drinks


Parties and celebrations



Desi brand name. Easy to idnetify with. Kurkure is a synonym of a crunchy food stuff. In fact a brand by the name TakaTak tried to imitate it but failed miserably.

Launching its product in indian flavours, which differentiated it from their competitor its unique advertisements which features the bubbly Juhi Chawla.

Innovative flavor, affordable price and continuous communication to consumers.

Each Indian region has special snacks. Snacks some time consumed along with meals or tea, coffee and other beverages. Banana wafers, chaklis, samosas, namkeens are few examples of large list of Indian snacks. The change in the family structure is also changing the food habits in India. Increase in the nuclear families and working women enhanced the market potential of ready to eat products and branded snacks. Though the Indian snack market is highly fragmented with market dominated by home snacks or those sold by local vendors, changing consumer lifestyle and health concern made them to look for hygienic, easy to carry and nutritious branded snacks. Biscuits, potato wafers and papads are already branded and well received by the consumers. Pepsi, the late entrant in the Indian snack market decided to find niche market. In the Year 1999,the company launched Kurkure in the Indian Market. The product is developed in a way that it is having local taste and western chips. Kurkure is big success in Indian market. This made Pepsi to take this snack food to other global markets. Kurkure is already available in the Indian stores in the US and UK and Pepsi want to expand it to more stores in the existing global markets as well as expand it to other potential markets. According to the company, Kurkure will retain its basic flavor but will be adjusted to suit the local requirements. Kurkure’s success in the Indian market is mainly for three reasons namely innovative flavor, affordable price and continuous communication to consumer. To meet the regional requirements Kurkure is launched in various flavors like Masala, chilli, green chutney etc


 VARIETIES • • • • • • • • • • Masala Munch (Original) Solid masti – masala twist Green Chutney Rajasthani Style Chilly Chatka Tamatar Hyderabadi Style Malabar Masala Style Masala Twists(Solid Masti) Desi Beats Naughty Tomatoes Hyderabadi hangama



ITC, 16%

Special (Limited) Edition • Pujo Special:Jhajhalo Hit - Released in West Bengal for Durga Puja, 2007

Ganeshotsav Special:Usal Pao - Relesed in Maharashtera for Ganesh Utsav,201

Style and design matter a lot on the outcome and response of the product. ‘Kurkure’ as the product (inside the pack and outside wrapper) has much attractive and catchy colors style and design which attracts the customers alot. Kurkure is available in the market in 3 different packing. Kurkure comes in the air tight packing and packing material of Kurkure is of high quality so that product will remain fresh and its taste keeps secure up to more than four months. Kurkure has different flavors in the market so the each flavor has its own unique packaging color combination according to its taste. Basic color combinations are in green and red colors which all are eye catching. Kurkure is available to the consumer only in primary packing. No secondary packing is using. However they are delivered in container packing from production plant to shopkeepers or retailers, which carries 48 packs. Kurkure is available in three different sizes • • • 19 gm 38 gm 75 gm


Promotion Strategy
Kurkure - Tedha Hai Par Mera Hai

Slogan: “Chai time masti time” Named after the Hindi word for "crunchy", Kurkure is a cheeto-like snack and is the flagship of Frito Lay's Indian division. It is marketed by Hirani Industries Corp. (USA incorporated company) in Kenya. It is one of the most popular food products in India today. In November 2006, Frito Lay announced plans to release Kurkure to American markets sometime in 2007. This decision was made after analysts showed increasing interest in Indian spices in the USA. Also the introduction in other markets with a non-resident Indian population such as the UK was planned. In India, actor-celebrity Juhi Chawla advertises Kurkure. Range “Kurkure Flavors”
• • • • •

Masala Munch Naughty Tomato Chilli Chatka Green Chutney Rajasthani Style Hyderabadi Hungama

“Kurkure Desi Beats”
• •

Deewana Tamatar Dildaar Masala

Flirty Lime

“Kurkure Solid Masti”
• •

Masala Twists Nimbu Masala Style

To mark 10 years of its existence, Kurkure, FritoLay's Indian innovation in the salted snack market, is changing tracks, says Sayantani Kar. It came out in December with a print campaign which told readers how Kurkure is made from what can be found in any Indian kitchen, underlining that the ingredients are as wholesome as what goes into home-made food. Kurkure now on will be less about flavours and more about ingredients. The product contains rajma and ragi, staple Punjabi food, apart from the usual rice, corn, spices and lentil. What started off as an attempt to understand the infrequent Kurkure consumer, or those who are not aficionados, has become a tool that the company intends to use over the long term. FritoLay Marketing Director Deepika Warrier says: "We wanted to demystify Kurkure for the consumers. That meant building trust and connection by informing them of the authentic ingredients that go into the product. We will have more surprising and untried ingredients in our product this year." She says the print ad has already generated a positive response, and expects sales to go up 20 per cent. Marketing on the basis of ingredients will also help Kurkure stave off competition from a growing tribe of roasted snacks, including FritoLay's own Aliva, Parle Product's Monaco Smart Chips and Parle Agro's Hippo. Stressing on ingredients that echo wholesomeness would consolidate its stand. FritoLay, the snack food division of PepsiCo, has been active in addressing the need for healthier snacking habits not just through its roasted snack brand. Its Snack Smart initiative has cut out transfat from its products and changed the oil used for Kurkure to rice bran which cuts saturated fat by


40 per cent. An attempt to control portions consumed by users has seen it launch Rs-3 packs of brands such as Kurkure. In order to add further zing to its product portfolio, in January 2008, the company launched Kurkure Xtreme, a limited edition variant in two flavors—Risky Chilli and Electric Nimbu (lime). This was perhaps a move to outdo competition from ITC’s snack brand Bingo, which was launched in March 2007, in Indianized flavors like Tandoori Paneer Tikka (spiced cottage cheese) and Chatkila Nimbu Achaar (tangy lime pickle). However, ITC, the Kolkata-based FMCG major, threw down the gauntlet in 2007 when it used its extensive distribution network and attractive display shelves to launch and popularise its snack brand called Bingo at places where packaged snacks had not gone before and in flavours that took Kurkure's strategy a notch higher. Kurkure reacted by launching new flavours and a variant that looked similar to Bingo called Desi Beats. It also upped its distribution by going to cyber cafes and telephone booths. Kurkure's move to highlight its ingredients could be a departure from what other brands are doing and would refresh its brand recall in a category driven by impulse purchases. The"Kurkure Chai Time Achievers" campaign: This was the first of its kind campaign in India, launched in May 2007 aiming at promoting versatile usage of Kurkure. Powered by an exciting commercial showcasing crazy consumers trying to grab the 'Kurkure frame' - their ticket to famedom, this campaign truly gives consumers a taste of Kurkure in the most innovative way!! Leading to replacement of Juhi on the Kurkure packs with pictures of their own and their near and dear ones, it gave the consumers chance to become celebrity overnight by printing their photographs and recipes on a million Kurkure packs. The company claims to have received an overwhelming response, with over 100,000 recipes pouring in, within just 6 weeks. For a brand holding out the reward of instant fame to its consumers, Kurkure has indeed delivered on its promise. Volumes shot by 20% in just one month. Sales have increased by 19% over last year.


KURKURE TELEVISION ADVERTISEMENTS In 2004 it launched the "Kahani mein Kurkure" ("Crispiness in the Story") campaign, which was a take on Indian popular culture. The advertising campaign spoofed popular Indian TV shows like Jassi Jaissi Koi Nahin and Kyu ki saas bhi kabhi bahu thi, to appeal to Indian housewives, the largest target audience to watch these programs. In addition to targeting housewives, who play a significant role in making purchase decisions, the brand appeals to the Indian family as a whole. The "Kurkure Chai Time Achiever’s Award" was a contest launched by the brand where families were invited to submit interesting recipes made with Kurkure. The winning family would have the opportunity to be famous and have their photograph featured on one million Kurkure packs. This direct marketing campaign was supported through television advertising, where Indian celebrity Juhi Chawla, Kurkure’s brand ambassador, announced the winners of the competition. The contest was also publicized through the website, specifically designed to promote the contest. Using the website as a strategic tool for promotion helped the brand appeal to a young audience that spends a considerable amount of time surfing the web. New marketing plan for Kurkure Frito Lay India today unveiled a new campaign that makes family central to its marketing plan for its “Kurkure” snack range. It has quite a few products in the pipeline. The first of the block was “Desi Beats,” a corn. This will be followed by more variants and a differently packaged Kurkure product. Mr Vidur Vyas, Head of Marketing, Pepsi-Foods, said ‘Kurkure Spend Time with the Family programme' was the company's biggest initiative, which encourages families to buy their products and be part of contests. Bollywood actors Juhi Chawla and Ragini Khanna, lead actor in Sasural Genda Phool, and Jaspal Bhatti will judge the “teda” fun ideas during the campaign.


In tune with its portfolio promotion, 'Chala Change Ka Chakkar', launched in the beginning of 2008, Pepsico India has rolled out a fresh 360-degree campaign for its snack brand, Kurkure, repositioning the "masti" co-efficient to a " tedha" one. Titled 'Tedha hai par mera hai', the new positioning statement salutes the average regular 'imperfect' Indian. The new platform is based on the understanding that young confident Indian consumers are no longer striving to be perfect in everything, but are comfortable about their imperfections and quirks. Taking the creative concept forward, the new TVC is set in a traditional haveli and features Juhi as a zany Punjabi housewife who tries to get her tedha relative, Montu married. After the proposal gets turned down, a twist of events ensures that Montu's 'tedha' demeanor eventually wins. A new commercial carrying forward this new brand positioning was also launched today in the South, starring the actress Simran. This is the first commercial by a major Salty Snack brand made exclusively for the South Indian market and builds on Kurkure's new positioning of 'Konala Irundhalum, Ennudiya Thakum (Tedha hai par mera hai) '. "The new communication platform 'Tedha hai par mera hai' has been developed through a proprietary 'insight mining' process," said Deepika Warrier, marketing director, Pepsico India Other marketing strategies Another novel branding initiative was a tie-up with South Western Railways in India to have trains called the "Kurkure Express." These were special trains that operated only during the holiday season. The brand was featured on reservation charts, coach indication slips, and during any announcements about the train. This outdoor media was a unique way to target families who travel by train during the holidays. So what has shaped Kurkure’s success in India so that even its parent company wants a bite of it? “Flavor innovations, affordable price points and an excellent customer connect through a 360 degree communication approach has helped the brand enjoy iconic brand salience in the snacks category,” observes an industry analyst.


CONSUMER BEHAVIOUR ON KURKURE There are several factors affecting consumer behavior. Consumer behavior is major challenge for every product. Some factors which affect the consumer behaviour on Kurkure are: Consumers & Buyers Basically the Kurkure is launched for children but because of its taste and variety, everyone is fan for Kurkure. It is less fat, soft and crisp. The older people like those can’t eat hard snacks, are prefer to Kurkure. The consumer of Kurkure is not only for children and also everyone. The buyers are always parents. They prefer the Kurkure rather than chips because chips are bad to health. Parents believe that Kurkure is not bad for health, that does not mean that, it is good for health. Influencer& factors Even though Kurkure is suitable to everyone, the children are major influencer. The children mainly influenced by social factors that are friends, family. Perception is also one of the influencing factor. In this, the people perceived as, its made up of corn, rice meal and others. So that it is not bad for health. Brand is one of the factors. It is come from PepsiCo. So that people have confident about quality. The following data shows the influencer. INFUNCER Children Parents YES 80% 55% NO 13% 40% NO IDEA 7% 5%

From the above table we can understand the influence of children rather than parents. It implies that the children have pester power. We can understand that, according to Food commission and Advertisement Board, the Kurkure doesn’t full the children by its advertisement.


Its advertisement is major part of its success. It believes that, parents are the main factor and buyer. It is come with different advertisement for each flavour.

Depends on Availability of product to customers It is food products. So the product should be very hygienic and available to everywhere. It is major task for every product. In this case, Kurkure is available everywhere in market. That is the major success factor. Kurkure is available from small petty shop, small bakery to big malls and multiplexes. When I met the people for survey, I can realize that it is available everywhere. I met the people who purchase the product from reliance fresh and small bakery shop. There is no specific season or time for to purchase the Kurkure. Most of the people purchase as the daily evening snakes. But, during any special program like watching cricket matches, then the sale may increase. Otherwise it is available product to everyone. Perception about the product The perception is different for everyone. Perception means that how the person receive the data and how he use in different situations. In this case, the perception varied according to people, culture, demographic. Some people believe that, it is made up of corn, rice meal. So, it is healthier than other products. Social factors on product The social factors are mainly family and friends. According to me, the initial advertisement and promotions were attracting the parents and all age peoples. But, the product is more dependent on the children. From that we can understand the influence of the family on product. Similarly, friends are also major social influence factors. They are the real promoters of the product. Life style influences the product


According to me the life style must influence the product. When I went to store, the older generation people go for low cost snacks, more quantity products. But, younger generation does not worry about the price or quantity. They always prefer taste. Even though old generation like Kurkure than other packed snacks, they give first preference to local or other product which satisfy the needs

Demographic factors We already mentioned that different flavors like chili, tomato, Hyderabad and etc. why they give different things. Because of demographic factors. Normally the people in Hyderabad prefer very spicy and hard. For them, plain Masala or tomato is suitable. Similarly, the Rajastani people prefer differ from others. Kurkure is mostly fulfill the needs according to demographic this not only for those state people, it’s also uses all other people Launched as a national brand, it was a challenge for the company to devise flavours that would appeal to regional taste buds. However, the focus on developing hot and tangy flavours that suit Indian taste palettes has helped win the hearts of Indian consumers.


Distribution Strategy
A manufacturing company manufactures products. It then needs to deliver the manufactured products to the consumers. Many times, the place of manufacturing and the place where the consumers require the products is very far away from each other. Kurkure has its three manufacturing locations - in Channo (Punjab), Kolkata and Pune but its customers are all over India. So, Kurkure needs to set up an efficient distribution system so that the products reach its consumers. Kurkure is manufactured in in Channo (Punjab), Kolkata and Pune. From there it is distributed all over India and it is available at the local store near you. The distribution guys have to make sure that, every little "banya shop" on every little street of our extremely large country gets Kurkure snacks. And while the distribution guys do all this, they have to make sure they keep the costs under control. This makes one think that the distribution guys do a whole lot of work. However, in practice what they do is, set up distribution channels.

Distribution channels
Distribution channels are all the sub-marketers or intermediate marketers of the company. For example: selling agents, wholesalers, retailers, authorized representatives; showrooms etc. are basically distribution channels. The distribution channel for kurkure product is:

Manufacturer - Wholesaler - Retailer – User Manufacturer - Distributor - Wholesaler - Retailer –User

All of these members of the distribution channels also want to sell the products that

they hold so they too try to market the products in their own small way.

The local "banya shop" will keep his shop stocked with the Kurkure Snacks packets

so that he does not lose business from customer who asks for Kurkure.

Using these distribution channels the company can sub-market its product at various localized levels. Using these distribution channels, the company can market its self in all the local neighbourhoods and streets of the country.

The company has to give some commission to the people along the distribution channel. It also gives incentives to them if they sell more products. This way, the distribution and marketing of the product takes care of itself to some extent.

In some cases having distribution channels may prove to be costly as the price of the product rises at every level.

So, a company may choose to by-pass all distribution channels and directly market the product and deliver it to the consumer itself. However, whatever the method of distribution used, kurkure still have to reach the distribution channels or the consumer from the point of production

Distribution Channel Adopted by Kurkure
Distribution is also one of the key parameters for expanding market share. Frito-Lays has the advantage of access to Pepsi's a formidable distribution network .Generally Companies are having their sales vehicles that are loaded on daily basis and are distributed to local retailers. Some companies appoint Distributors. Distributors have to give a proposal with a market research like storage facilities, infrastructure, and retail outlets in area, market leader, types of products available in the market etc. The Kurkure products are delivered to the retailer twice a week. The products are generally sent in Boxes on an average each box contains 80 packs of 30 gm or 30 packs of 150 gm. Distributors are solely responsible for the sales in the particular area he is operating in. Every Distributor should have a specified number of minimum shops in his area. Distributors generally have small vans (rickshaws) and employ salesmen on commission basis who loads the products from the distributor’s storage and distributes it amongst the retailers. It services one-lakh retail counters across the country by employing a total strength of 300 sales personnel and distributors nationwide.














MUM – Marketing Unit Manager In charge of specific zones (e.g. north, south, east, west) and report to the corporate office.

UM - Unit Manager In charge of day to day operations and supervision of all the functions within the


organizations including operations, logistics, sales and distribution, marketing. The Unit Manager reports to the MUM.

TDM - Territory Development Manager TDM is the in charge of the sales and distribution network of a particular territory within a zone. Responsible for the daily, monthly and annual sales within the territory decides the daily schemes for products and incentives for salespersons. He is also responsible for cost effectiveness, profit generation and profit maximization within the territory.

MDM - Marketing Development Manager MDM is responsible for all the marketing activities and their effectiveness within a territory. Decides the format and time frame of the marketing and promotional activities and the incentives given to the retailers.

ADC - Area Development Coordinator Reports to the TDM, and is in charge of a C & F center and the distributor point in the area. He is directly responsible for any issues in the area and is supposed to ensure the smooth functioning of the entire sales and distribution network in the area. ADC is responsible for timely disposal of any issue faced by the retailers. He decides and approves the boards, displays and hoardings in the area.

MDC - Marketing Development Coordinator Reports to MDM, and is in charge of carrying out all the marketing activities in the area. He is responsible for the execution and success of marketing and promotional activities. Coordinates with the outside agencies for displays, boards, checks conducted in the market. He is also responsible to keep a check on the expenditure of the marketing activities in the market.

CE - Customer Executive Reports to the ADC and is in charge of the salespersons. He is required to visit the market and accompany every salesperson as frequently as possible. He is the first person to get


information about the market / area and is the first contact if the salespersons or retailers face issue. Responsible for assigning and achieving daily sales target given to the salespersons.

ME - Marketing Executive Reports to the MDC and is responsible for the daily functioning of the marketing activities in the including awareness of promotions in the market and the response in the market

Salesperson: They are the most important asset for the company as they are the ones who sell the products, are responsible for acquiring new customers, and retain the old ones. Their work also includes informing the retailers about the promotions and any new scheme launched. They are also required to push for the sale of any new product launched in the market and make sure that the retailers are following the company guidelines regarding the launch and the maintenance of Vizicoolers. They report to the CE.

Marketing Assistant Reports to the ME and is responsible for the distribution and usage of the displays and boards in the area. Also has to check whether retailers are following the guidelines of the company regarding promotional displays, other displays and displays in the Vigicoolers. They report to the ME.


Here are some recommendations & suggestions which may open the new horizons of the growth and progress of the company. • The company can occupy a huge number of customers by keeping in mind about the preferences and needs of customers regarding tastes and flavors, • By introducing new tastes, flavors and retaining the quality standards can attract consumers of other brands and pull them towards itself by leaving other competitors far behind and get advantage over them. • By delivering valued trade promotions to wholesalers and retailers, company can capture this huge segment. This will allow Kurkure to stay in market effectively and people will order more quantity due to its increased demand by customers • • The company should try to expand its wings to cover towns, villages, cities; making it available to everybody. It has huge competition from well established brands like ITC bingo. It must work on innovative marketing strategies to improve its brand equity. • The Indian snack food segment is a huge unorganized market. It has to ward off a lot of competition to sustain its premier position. • Since the sector offers a low barrier to entry, so there always remains the possibility for the new entrants to enter the market.

The entire unorganized Farsan sector, Dhokla, Khaman, Kachoris, & all the eatables that could be had as snacks in Parties, while watching Movies, Cricket matches are substitutes to KURKURE. With the presence of such substitutes, kurkure has to be able to maintain its position in the market by continuing to bring out new and exciting flavours.



Kurkure has become the perfect Namkeen snack of the nation. Embodying the spirit of our lovable country, this tedha shaped snack has found a home in the hearts and minds of all. Inimitable taste coupled with superior quality has made it the choice of millions and an inevitable part of their families. Little wonder that it is one of India’s most loved snack food brands. The food market can enjoy with this generation those really do not know about the product. But, Kurkure come different approach to consumers of this generation from the older generation. From that we can prove for every product, understanding the consumer behavior and develop the product are major reasons for its success. It maintains the balance between children and parents. Because of no of flavors it can with stand as leading food product than the other competitors.