LT Foods & Kameda Seika (Japan) partner to launch premium healthy snacks brand “Kari Kari” in India

• LT Foods enters healthy snacks market with the launch of rice-based premium snacks brand “Kari Kari”
• LT Foods to make an investment of USD 5 million in the first phase of the launch
• Looking at sales of USD 15 million in the next 5 years
• As part of the phased launch product to made available in premium stores and
  modern trade across 3 cities i.e. across Delhi-NCR, Mumbai and Bengaluru
•  “Kari Kari” branded snacks to be available in 4 flavors, Spice Mania, Salt & Pepper, Wasabi and Chili Garlic
• To launch 360 degree communication campaign including digital marketing, in-store promotions and interactive in-store POS material New Delhi, October 10, 2017: LT Foods, a global Indian Food brand with presence in more than 65 countries, today announced the launch of premium rice based snacks brand “Kari Kari” in India. In the launch phase LT Foods in partnership with Kameda Seika, “Kari Kari” will be available in Delhi-NCR, Mumbai and Bengaluru in exclusive tie-up with modern trade and premium stores. The Company will invest around USD 5 million in the launch phase and plan to expand its presence across India in coming months. LT Foods is aiming to generate revenue of USD 15 million over next 5 years from “Kari Kari” brand.With this launch, LT Foods will enter the premium healthy snacks market which is growing at exponential rate with rice based baked snacks that have an international flavor customized for the Indian palate. The products will be available in four flavors including Spice Mania, Salt & Pepper, Wasabi and Chili Garlic. “Kari Kari” snacks will be exclusively available across three cities in packs of 70 and 150 grams with a pricing of Rs. 50 and Rs. 99 respectively. LT foods will roll out a 360 degree communication campaign which will include digital marketing campaigns, in-store promotions and interactive in-store POS material.

Kameda Seika, Japanese snacks major in JV with LT Foods are planning to manufacture “Kari Kari in Haryana. India is only the 5th country outside Japan after US, China, Thailand and Vietnam where Kameda Seika has invested looking at the growing demand for healthy snacks in specialty premium segment.
Commenting on the development, Ashwani Arora, Managing Director and CEO, LT Foods said, “Growing urbanization, rising disposable incomes, growing working class and increasing health consciousness is creating greater demand for innovative value-added products. The launch of “Kari Kari” brand is our response to customers looking for healthy premium snacking.”
Adding further, Ashwani said ” LT Foods is steadily focusing on creating a vibrant portfolio which already includes several leading brands such as Daawat, Royal, Ecolife, Devaaya, and many more.”
LT Foods carried out an extensive consumer research with 12 flavors across market segments and finally decided on 4 flavors after the consumer feedback. Diversifying its existing portfolio
LT Foods is looking to create a new market segment for crunchy premium snacks brand that are healthy with international flavor customized for Indian palate.
LT Foods will be leveraging its own strong distribution network and supply chain to market the “Kari Kari” products in India while Japanese snack maker Kameda Seika will provide necessary technology related to manufacturing and flavor development. LT Foods has entered into an exclusive 51:49 joint venture with major Japanese rice based snack maker to manufacture and market rice based snacks in India.
Speaking on launch, Mr. Michiyasu Tanaka, Chairman & CEO, Kameda Seika said, “We are really excited about the launch of “Kari Kari” brand and our collaboration with LT Foods in India. After successful launch of our snacks in 4 countries in US, Thailand, Vietnam and China, India is the fifth country outside Japan where we are launching Kameda Seika products. We  see a huge uptrend in the demand for healthy snacks market and our products will be catering to that demand.”