However, its distribution is growing more quickly than Frito-Lay's primary markets.[38] While the primary global Frito-Lay brands are sold in some parts of these regions, many snack food products have been created to match local taste and cultural preferences. In India, one of these is Kurkure Twisteez, a potato-based snack food produced in flavors popular in the country such as "Masala Munch".[39] Frito-Lay has also employed alternate distribution means in these regions. In South Africa, it hired delivery drivers who had grown up in their delivery areas, with the intent of "making the product seem less foreign".[39]