Sunday, April 22, 2018


Marico launches Saffola Aura, 80% olive oil blended with 20% flaxseed oil
Wednesday, 17 May, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Marico has launched Saffola Aura, a new sub-brand under its marquee brand Saffola. A blend of 80 per cent olive oil and 20 per cent flaxseed oil, it is available in two variants - refined (for everyday cooking) and extra virgin (for salads and dips).

It marks Marico’s foray into the Rs 600-crore-plus super premium edible oils category. Growing at approximately 25 per cent, the category presents a sizeable and attractive business opportunity that Saffola does not currently play in.

There is a growing trend among Indian consumers who are looking to lead a healthier lifestyle proactively. This has led to a surge in the usage of olive oil because of the health benefits, exotic imagery and lifestyle codes associated with it.

Taking cognizance of the growing need for healthy options among the health conscious consumers and the lack of a clear market leader, Marico has launched Saffola Aura. Olive oil does not contain Omega 3, a well-known heart-healthy ingredient.

Saffola Aura is different from any other olive oil since it combines the benefits of Omega 3 from flaxseed oil and the antioxidants of olive oil in one oil (hence, making it better than consuming only olive oil).

It brings the familiarity of a trusted brand to the super premium oil category and offers additional health benefits through the addition of Omega 3-rich flaxseed oil to olive oil.

The brand will launch a 360-degree communication campaign through television, print and digital media, focusing on driving awareness among their target audience.

Anuradha Aggarwal, chief marketing officer, Marico Limited, said, “Saffola Aura is a new and distinct oil with a unique blend of olive oil and flaxseed oil that offers the increasingly health-conscious consumers the combined benefits of Omega 3 and anti-oxidants.”

“Saffola, Marico’s marquee brand which is synonymous with heart health, aims at expanding relevance with a distinct consumer group, while also building expertise and premiumness through Saffola Aura,” she added.
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