Uncle Chipps

Last updated
Uncle Chipps
Product type Potato chips
Owner PepsiCo
Produced by Frito-Lay
Country India
Introduced1992;33 years ago (1992)
MarketsAsia
Previous ownersUncle Chipps Co. Ltd
Tagline"Bole mere lips. I love Uncle Chipps"

Uncle Chipps is a brand of potato chips that is marketed in India by Joseph El Khoury. [1] It was launched in 1992 by Amrit Agro Ltd. which was later taken over by Frito Lay (owned by PepsiCo), India in 2000. [2]

Contents

History

Until 1998, the Delhi-based Uncle Chipps was the market leader in the industry, enjoying a 71% market share, [3] thereafter saw competition bring its market share down to 30-35% by 2000. [4] Originally owned by the Amrit Agro Ltd., it was bought over by Frito-Lay, PepsiCo's snacks division in October 2000. [5]

It was sold for $16.6 million. [6] Noted film music director Shantanu Moitra started his composing career with the hit-jingle with Rohit Nagar, "Bole mere lips I love Uncle Chipps", with Pradeep Sarkar, then the Creative Head of the agency. [7]

Though Amrit Agro continued marketing snacks under other brands, it completely exited the snacks business in December 2002. [8]

Uncle Chipps is the pioneer of branded nitrogen-foil packed potato chips in India. [9] The brand markets its potato chips with the tagline "Bole mere lips, I love Uncle Chipps". [10] Uncle Chipps until 2010, was distributed only in Northern India. In August 2010, Frito Lay announced that it was looking to market Uncle Chipps on a pan India level. [11]

References

  1. ↑ "Uncle Chipps launches Rs 2-crore Millennium Offer to woo kids". The Indian Express . 20 January 2000. Retrieved 21 February 2012.
  2. ↑ "History of Uncle Chipps". PepsiCo.
  3. ↑ "Uncle Chipps in 70g packs, four variant". The Indian Express . 15 July 198. Retrieved 21 February 2012.
  4. ↑ "Pepsi sees greater synergies after Quaker Oats buyout". The Financial Express . 6 December 2000. Retrieved 21 February 2012.
  5. ↑ "Uncle Chipps shareholders ratify takeover by Frito-Lay". The Financial Express . 17 October 2000. Archived from the original on 16 January 2013. Retrieved 21 February 2012.
  6. ↑ Todd Brewster, Peter Jennings (2002). In Search of America . Hyperion Press. pp.  111. ISBN   1-4013-0032-4.
  7. ↑ Thank an ad crisis for Parineeta's music Rediff.com, 9 June 2005.
  8. ↑ "Amrit Agro exits ethnic snacks biz". The Hindu . 21 December 2002. Retrieved 21 February 2012.
  9. ↑ Majumdar, Ramanuj (19 December 2007). Product Management In India 3Rd Ed. PHI Learning Pvt. Ltd. p. 102. ISBN   978-81-203-3383-3.
  10. ↑ "Munching on Salty Success". The Financial Express . 15 July 2010. Retrieved 21 February 2012.
  11. ↑ "Frito Lay set to increase footprint of regional brands". The Hindu . 21 August 2010. Retrieved 21 February 2012.
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