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A taste of Paris comes to Russia with launch of Hrusteam Baguette

Wednesday, February 22, 2012

This story ran in PEPline, PepsiCo’s global employee newsletter, and is proudly brought to you by a PepsiCo employee or a friend or family member of a PepsiCo employee.

PepsiCo Russia's Hrusteam brand team recently launched its latest crisp bread product, inspired by the taste of French baguettes. Hrusteam Baguette, positioned for adults and especially females, is now available in Tomato and Herb and Cheese flavours. It is also PepsiCo's first Better for You snack product to be rolled out in Russia. 
 
“Hrusteam grew 25 percent last year," said Clive Jones, senior commercial director - PepsiCo Russia Foods. "It is now Russia’s number one crisp bread brand, and with great innovation like Baguette we will continue to win in the market place. The delicate flavours and light, crunchy texture have proved to be a big hit, attracting new consumers, especially females."

To help promote the launch, Hrusteam created the latest in a long-running series of TV commercials starring brand ambassador Pavel Volya, one of the country’s most popular stand-up comedians.

Entitled "The Last Crunch of Parisian Fashion," the ad features Pavel as the dashing Count Orlov, a favourite of Russia’s Catherine the Great, who impresses the Empress with his taste in snacks. Humour, bright costumes, Hrusteam's unusual view of history and, of course, the product, are all portrayed in this new ad.