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DAIRY PRODUCTS

Parag Milk Foods launches Alphonso mango and milk-based beverage Slurp
Monday, 08 May, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Parag Milk Foods Ltd, a leading manufacturer and marketer of dairy-based branded foods in India, diversifies into fruit juice drink segment by launching Slurp with an aim to expand its footprint in the beverage category. Made from Alphonso mangoes and milk, it will be available in Mumbai, Delhi, Kanpur and Chennai in 200ml tetra packs priced at Rs 20.

A Euromonitor report stated that the 100 per cent juice drink market had been growing at a compounded annual growth rate (CAGR) of 25 per cent in volume and 31 per cent in value in the last five years. It added that the mango juice drink market comprised 85 per cent of this juice drink market.

Devendra Shah, chairman, Parag Milk Foods Ltd, said, “We are very excited to introduce our new brand, Slurp, in the fruit juice drink segment. This offering from Parag Milk Foods is based on the company’s mission of providing health and nutrition to the Indian consumers.”

“Our research indicates that consumers have become health-conscious and are looking for alternatives to aerated drinks and are largely moving towards fruit-based drinks. Fruit juices are a fast-growing category and the mango flavour contributes the largest share,” he added.

“The launch of this new brand is a strategic push for expanding our portfolio of value-added products. Within our value-added products portfolio, we have identified the beverage category as a key growth driver,” Shah added.



Mahesh Israni, chief marketing officer, Parag Milk Foods Ltd, said, “The Indian drink market is largely dominated by soft drink players without dairy industry involvement. With Slurp, we plan to enter the fruit juice drink market that is currently exponentially growing.”

“Slurp has a thick texture with light yellow distinctive colour and the key differentiator is the dash of milk which balances the sweetness of the mango pulp,” he added.
 
“This is our competitive edge over the large brands that rule the category today. Our market and consumer research has given us a huge lead over the key players in the market in the overall appeal, taste and thickness of the product,” Israni said.

“We will support this launch with the clutter breaking marketing campaign of Yeh aam aam nahi and leverage it with most optimum initiatives. We want to establish ourselves as a serious brand that delights consumers year round,” he added.

Slurp’s packaging design was developed overall to showcase energy and freshness through overall display. The yellow and orange colour captures the category colour through distinct cues of the Alphonso mango.

While the display of the font is used to connote a fun, on-the-go feel, the background depicts the freshness of the product through graphic splashes.

The mango showcased with the logo is to convey a natural and authentic deliverance of the product brand. As a whole the product resonates a vibrant, playful, young and genuine identity of itself.
 
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