PepsiCo chief sets $30bn revenue target for healthy brands

LONDON - PepsiCo is to launch several new products under its Tropicana and Quaker Oats brands, as part of a strategy to treble its $10bn global healthy food and drink revenues over a decade.

Pepsico: has diverted ad budget away towards zero-calorie drinks
Pepsico: has diverted ad budget away towards zero-calorie drinks

The US giant's ambitions to secure future revenue growth away from its less healthy soft drinks and crisps products, which include Walkers and Doritos, were outlined by chief executive Indra Nooyi in an interview with The Sunday Telegraph.

Having made these "fun-for-you" products, which make up more than $30bn of PepsiCo's current revenues, healthier, PepsiCo is turning its attention to growing its "good-for-you" products around the world.

It is attempting to develop a nutritious processed food for children younger than its current target audience, but has yet to find a satisfactory product.

Nooyi said: "We do not market to kids under 12, that is the stated goal of the company. We do not have a nutritious product we feel comfortable marketing to young kids.

"In terms of a processed snack for kids, we haven't yet said: 'This is a highly nutritious product for you kids,' because that is a high bar. I'm talking of kids under eight to 0 years old. We want to make sure when we go there, we are absolutely above board."

In the UK last summer, the company launched two new brands aimed at children. One was Quaker Oats sub-brand Paw Ridge, the other was Planet Lunch, a healthy range of lunchbox snacks such as vegetable dips and fruit and oat bars, available through Sainsbury's.

The porridge range is milled more finely for a smoother texture that appeals more to children, and contains no artificial colours, flavours or preservatives.

PepsiCo has not promoted its core Pepsi drink in the UK since 2006, directing its entire soft drink advertising budget to its zero-calorie products such as Pepsi Max.

The company last week appointed , to replace Bruno Gruwez.

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