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Parle Agro’s Frooti Fizz latest entrant in fruit plus fizz drink market
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Our Bureau, Mumbai
March 10 , 2017
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With an aim to expand its footprint in the beverage category, Parle Agro
has launched Frooti Fizz, a new variant of its brand Frooti, to
kick-start the summer.
While Appy Fizz continues to dominate in
the category it created (i.e. fruit plus fizz drinks), Frooti Fizz seeks
to refresh the category, providing a perfect balance of the taste of
real mango along with fizz, while keeping the drink light and
refreshing.
As consumers look for alternatives to synthetic
drinks and move towards fruit-based drinks, Frooti Fizz aims to provide
consumers with a differentiated product.
The product has been
created as an offering to the large set of consumers of mango drinks,
currently the preferred flavour choice contributing 90 per cent to the
fruit-flavoured still drink (FFSD) category.
Parle Agro aims to
become a dominant player in the mango category after cementing its
position as the number two player in India, with Frooti holding a 20 per
cent market share in 2016, while Appy Fizz remains the largest-selling
sparkling fruit-based drink.
The launch of Frooti Fizz is a part
of Parle Agro’s strategic push of expanding its portfolio through
innovative and category-creating products, while building its fruit
juice-based fizz portfolio to Rs 4,000 crore by 2022.
Parle Agro
will continue its existing momentum, while continuing to focus on
innovating in the beverage category to fuel growth.
In the
previous year, while facing a lacklustre year for the industry and the
challenges of demonetisation, Frooti grew 13 per cent, while Appy Fizz
closed the year at 27 per cent growth, backed by a continuously
strengthened sales and distribution infrastructure and innovative
marketing strategy.
Speaking on the launch of the new product,
Nadia Chauhan, joint managing director and chief marketing officer,
Parle Agro, said, “Parle Agro created the fruit plus fizz category in
2005 with the launch of Appy Fizz.”
“Today, we hold the maximum
market share in this category. The launch of Frooti Fizz is a step
towards taking this category to the next level,” she added.
“Mango
continues to be India’s largest-consumed fruit flavour. Now, with the
launch of Frooti Fizz, consuming it will be an experience like never
before. We aspire to grow this category that we created to over Rs 4,000
crore over the next few years,” Chauhan stated.
Parle Agro has
invested significantly in the upgradation of its existing manufacturing
infrastructure for the production of Frooti Fizz and existing beverages.
It will be produced at the company’s latest production facility
located at Sitarganj, Uttarakhand, besides the existing manufacturing
facilities in Telangana, Uttar Pradesh, West Bengal, Orissa, Madhya
Pradesh, Tamil Nadu, Maharashtra, Rajasthan and Haryana.
Frooti
Fizz will be available across the country from March 2017 onwards. It
will be priced at Rs 15 for a 250ml PET bottle, Rs 30 for a 500ml PET
bottle and Rs 25 for a 250ml can.
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