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BEVERAGE

Bisleri to introduce one-of-a-kind bubbly mango drink Fonzo in summer
Monday, 12 March, 2018, 08 : 00 AM [IST]
Bisleri International Pvt Ltd, the most trusted brand of mineral water in India, will launch Bisleri Fonzo, a bubbly mango drink, this summer. It will be available in 250ml PET bottles, priced at Rs 18 across India, from April 2018.  

Fonzo will be one of its kind in the fizzy fruit drink category. It will have a unique proposition of real mango juice with refreshing fizz.

The aerated beverage category in the country is worth approximately Rs 14,000 crore and is dominated by colas, followed by clear, orange and lemon flavours.

Research estimates suggest that there are close to 155 million consumers who prefer carbonated drinks, juices and fizzy fruity drinks.

In the last few years, there has been a perceivable growth in the popularity of fruity fizzy beverages.

There has been a change in consumption patterns, consumers are now looking for a healthier option. Therefore, Bisleri Fonzo is entering the right segment at the right time.

As per Adex, the fruity fizzy category spends have doubled in the last year, indicating a clear shift in consumer sentiment towards this category.

Hence, with an ascending demand of fruit-based juices, the brand has innovated Bisleri Fonzo to give consumers a bubbly mango experience like never before.

Ramesh J Chauhan, chairman and managing director, Bisleri International Pvt Ltd, said, “The Indian market is saturated with regular mango-based drinks, but none of the brands had anything new to offer.”

“While mango drinks score high on taste and are filling, they are not refreshing enough. Inspired by this insight, we created Bisleri Fonzo that offers the consumer the unmatchable taste of mango fruit with fizz,” he added.

For the launch, the brand is planning a full-fledged campaign and a 360-degree media reach out. The campaign will run across television, print, digital and on-ground retail touch points across the country.
 
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