Pillsbury has launched non-sticky semiya in the three southern states of Karnataka, Tamil Nadu and Kerala. The semiya is priced at a 50 paise premium to existing players at Rs 8 for a 200 gm pack. Bambino leads with a 32 per cent share in the vermicelli market.

A little more than two years of research has gone into the making of the Pillsbury non-sticky semiya, which satisfies the core category need of the consumers to have a semiya that's truly non-sticky. According to company sources, Pillsbury has carried forward the heritage with the launch of the semiya. There is no multinational competition at present, and the semiya market is largely unorganised.

The company claims that the innovation of non-sticky semiya will drive the USP of the Pillsbury product in the Indian market. "The new Pillsbury non-sticky semiya is manufactured by a unique process that ensures it remains non-sticky, and also uses less amount of oil while cooking," sources say.

The product is in the process of getting distributed in all the urban towns in the three states, and will shortly be available in 30,000 plus outlets. The launch is being supported by retail visibility and a unique campaign on press and television. On the base line "...even the pack does not stick to its place", the print ad shows a photograph of a Pillsbury non-sticky semiya pack stuck on the four sides with a scotch tape. The ad has been created by Leo Burnett.

The television commercial, which will break in mid-April-targeting the South Indian new year festival of Vishu-has a traditional grand daughter-grandmother setting, involving a reversal of roles. The ad highlights that the grand daughter can now cook as good semiya, that are non-sticky, as did the grandmother.

After going national, Pillsbury aims to attain an initial 10 per cent market share of the vermicelli market. The market is currently dominated by regional and local players mainly in the south.