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Jelimals shifts portfolio to Immunoz – jellies fortified with 2 nutrients
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Wednesday, 21 October, 2020, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Jelimals, ITC’s confectionery brand in the jelly segment, has shifted its portfolio offerings to Jelimals Immunoz - jellies fortified with 2 key nutrients Vitamin C & Zinc that help support the immune system amongst children. A serving of 2, great tasting jellies per day will ensure kids get 50% RDA of Vitamin C & 15% RDA of Zinc, both essential ingredients which help support the immune system.
The brand enjoys a loyal following amongst kids in the confectionery category which is driven by excitement & innovation. The pandemic-led, unprecedented rise in demand for immunity supporting products paved way for the need to safeguard children through the category and the product’s launch comes as a natural progression to enable support towards their welfare in the present context.
Data gathered by InfoLeap Market Research & Consultancy LLC for Jelimals Immunoz from 364 children, aged 8-12 years across Mumbai, Delhi, Bangalore and Kolkata revealed that even though a vast majority of children, 86% feel that their mother is putting extra effort in the kitchen to make new & interesting food, 92% of them still miss the experience of eating outside food/eating in a restaurant.
If given a ‘Superpower’ 74% children would utilise it to ‘Save People (56%) & Find Cure (18%)’ from Covid-19 with concern for parents & family (38%) being foremost for the children. This followed by saving humanity including doctors, soldiers, friends, animals and testing individuals for the virus.
To discuss the findings and how adults can help make the transition towards Come-Back, fun and exciting for children, the brand hosted an exclusive webinar with experts, parents and kids Jelimals Immunoz: Kid Me Not. Father & Celebrity Chef Kunal Kapur, Mother & Actor Sameera Reddy, Child Artist Aaryan Prajapati and Artist & Anchor Karan Wahi championed the discussion.
In the backdrop of the current times when hygiene and safety are of paramount importance in every family, Kapur shared personal insights, instances and anecdotes on how to prepare fun and tasty home-made food for kids that are alternatives to outside food. Among the most celebrated names in the Indian culinary world and a food wizard, he elaborated and emphasised on how ‘ghar ka khana’ gained relevance during this lockdown, beside sharing tips on how to jazz up regular everyday meals. Speaking about the initiative, Anuj Rustagi, COO – chocolate, coffee, confectionery & new category development - foods, ITC Ltd, said, “It is our endeavour as a kid’s focussed brand to support the health of kids with our products by giving them a daily dose of vitamin C & Zinc. And we are doing this in the “Jelimals’ way” – making this fun and engaging for both parents and kids much like our ‘Do the 5’ video. We are delighted to have Chef Kunal Kapur talk to consumers through our platform Jelimals Immunoz: Kid Me Not and share hacks on how mothers can spice up the fun quotient for their children through exciting dishes, without compromising on the nutritional and health benefits”.
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