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Parle Agro’s Frooti Fizz latest entrant in fruit plus fizz drink market
Thursday, 09 March, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
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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