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PEPSICO AND ELITE INAUGURATE NEW SNACK PLANT IN ISRAEL; COMPANY BECOMES LARGEST POTATO CHIP PRODUCER AND CATEGORY INNOVATOR

 PEPSICO AND ELITE INAUGURATE NEW SNACK PLANT IN ISRAEL;


COMPANY BECOMES LARGEST POTATO CHIP PRODUCER AND CATEGORY INNOVATOR
 TEL AVIV, Israel, Sept. 15 /PRNewswire/ -- For the first time, Israeli consumers will be able to purchase locally-made varieties of such American snack food favorites as Ruffles brand potato chips and Chee.tos brand cheese-flavored snacks, thanks to the inauguration today of a US$15 million snack food manufacturing plant here.
 The new plant in Sderot, outside Tel Aviv, is operated by Elite Foods Ltd., a subsidiary of Elite Industries Ltd., Israel's largest publicly traded food company. The facility produces snack foods under license to PepsiCo Foods International (PFI), the international snack foods division of PepsiCo, Inc. (NYSE: PEP).
 The opening of the plant establishes Elite Foods as the largest potato chip manufacturer in the country.
 Elite Foods, founded in early 1991, began introducing PepsiCo- branded snack foods to the Israeli market in September 1991 with imported products. Since then it has captured a 15 percent share of the US$70 million salty snack category in one year, according to Nathan Nissani, president of Elite Industries, who spoke at the opening ceremony.
 The main reason for the dramatic growth of the company is the innovation it brings to the category and the high quality of its products, explained Peter B. Robinson, PFI's International Regional Vice President for Northern Europe and The Middle East, who represented PepsiCo at the ceremonies. Last month alone, Elite Foods introduced three new flavors of Ruffles potato chips -- Onion, American Grill (barbecue) and Ketchup -- and Denver Chips, a new potato snack for children, shaped like the dinosaur television cartoon character. All the products carry the highest Kosher marks.
 "We have learned from our global snack food experience that new products fuel the growth of the snack food category," Robinson said. "Our new product capacity in Sderot will enable us to excite the Israeli marketplace by providing consumers with an array of new snacking choices."
 Robinson stated that the new plant will soon reach a production capacity of 700 kilograms per hour. This total will supply the local market and provide an opportunity for exports. Built in only five months, the manufacturing complex is located in an industrial park that is part of a Kibbutz village. It includes warehouses, factory buildings and a modern office building.
 In addition to the PepsiCo brands, Elite Foods also produces and markets Tapuchips, a flat potato chip brand well known in the Israeli market. Elite acquired the brand from Tapud last year.
 In his remarks, Robinson noted that "by combining the best ideas and elements of PFI with Elite, we have laid the foundation for an even bigger, more successful snack food business in Israel."
 Robinson described Elite as the "undisputed leader in Israel's food industry," noting that it also is the largest confectionery and coffee manufacturer in Israel and has "won the loyalty of an estimated 80 percent of the confectionery and coffee consumers."
 Pepsico Foods International, headquartered in Dallas, Texas, is the world's largest snack food organization, operating 30 companies in 27 countries. 1991 annual sales exceeded US$4 billion. It is a member of the PepsiCo, Inc. family of consumer products businesses, which has annual sales of approximately US$20 billion.
 -0- 9/15/92
 /CONTACT: Terry Fassburg of PFI (Dallas), 214-956-3798; or Itzhak Reichman of Elite Foods (Tel Aviv), 972-3-924-63-42/
 (PEP) CO: Pepsico Foods International; PepsiCo, Inc.; Elite Industries ST: Texas, New York IN: FOD SU:


SH -- NY019 -- 9490 09/15/92 09:20 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Sep 15, 1992
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