PepsiCo is launching its Quaker cereals in Russia under the name Chudo.
The cereals will be available in Russian shops from March, the company confirmed today (15 February).
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“Cereals is an attractive market segment,” a PepsiCo spokesman said. “We are building a food powerhouse, delivering our consumers a wide choice of products for all occasions. Cereals is a breakfast occasion we provide to consumers.”
Chudo is the Russian world for miracle and the trademark belongs to Wimm Bill Dann, the dairy producer PepsiCo acquired in 2010. “The reason we introduce Quaker under the local name is the power of WBD’s Chudo brand. Our consumer research clearly shows that consumers trust the Chudo brand”, the spokesman explained.
Russian media has reported that PepsiCo is also considering selling some of its Russian brands abroad. Pepsico refused to comment. “On the selling of WBD products in other countries, we will speak in due course,” the spokesman said.
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