Lanson launched appalams – popularly known as poppadums globally – in the UK in 1987.
Today, the company – which produces 1.5 million appalams daily for a number of recognized brands, including Pataks, Sharwoods and Premier Foods – commands an 80% share of the UK appalam market.
It also exports products to the US, Europe and Australasia, manufacturing variants of the snack in five manufacturing units spread across Chennai and Thiruchendur.
According to Lankalingam, chairman and innovation head of Lanson Value Added Services (LVAS), the company created Popodax to appeal to the upcoming generation in India who value the goodness of the past combined with modern convenience.
Mom approved snack
“With the firm belief that what has been around for a thousand years must be good for us, Lanson’s innovative offering mixes tradition with modernity, balancing flavors, protein richness and convenience in what Lanson calls a ‘Mom Approved’ snack for all ages,” said Lankalingam.
“The vision of the brand is to play the role of a bonding snack, bringing families together, relationships closer and bringing the joy of sharing.”
Popodax will initially be offered in Tamil Nadu markets – beginning with markets such as Chennai, Coimbatore, Madurai, Salem and Trichy – and will be available in retail shops and commerce websites such as Amazon from May 2018.
The company plans to expand distribution to 50 towns in Tamil Nadu within the next six months and into 20,000 outlets within a year.
“With Popodax, we would like to garner about 2% of the ready-to-eat snack segment in the outlets that we will be present in,” added B. Nandakumar, chief mentoring officer of LVAS.
High in protein and non-GMO
Made from Urad lentils – a rich source of protein – Popodax are non-GM, and free from artificial colors and flavors, and preservatives.
The snacks come in three flavours - Classic, Tomato & Chili and Sour Cream & Onion – in two packing and pricing options, including ‘on the go’ pack for INR 10 ($0.15) and ‘@ home’ pack for INR 30 ($0.45).