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Market in India shifting towards value-added or functional confectionery
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Wednesday, 27 June, 2012, 08 : 00 AM [IST]
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Akshay Kalbag, Mumbai
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fiogf49gjkf0d The market in India is shifting towards value-added confectionery also called functional confectionery, which, in layman's terms, is candy that not only tastes good, but is also a healthier alternative, according to Pravin Kulkarni, general manager, Parle Products Pvt. Ltd.
He explained, “In the coming years, consumers can expect a number of innovative offers in stores. We're looking at a larger portfolio in the confectionery space now, comprising new flavours, formats, etc. There is not much growth in the toffee and candy segments now.”
So does that imply a revision in the price points? “Yes,” said Kulkarni, adding, “The 50-paise candies (like Mango Bite) may witness a hike, as that price point is no longer viable. However, our Re 1 and Rs 2 offerings are here to stay.”
When quizzed about new products in the pipeline, he said, “We launched fruit jellies christened Fruit Drops, which contain real fruit juice; and Londonderry, a lacto candy which is currently available in a single flavour. We have, in fact, positioned it as Alpenliebe's (a Perfetti Van Melle flagship brand) competitor. Incidentally, Londonderry is a city in Ireland.”
He further said, “With a host of reputed national brands, Parle has no plans to tap into any new geographies within India; but we are already a major exporter, especially to the South Asian Association for Regional Cooperation (SAARC) nations; Southeast Asia, the Middle-East, and a number of African countries. We have also made a foray into the United States market and are making our presence felt in other Western countries.”
Before signing off the telephonic conversation, Kulkarni also commented on the burning issue in the food and beverage industry – the Legal Metrology Act and standardisation of pack sizes. “Confectionery won't be affected by the rule, but biscuits, which are one of our top revenue-earners, would be affected. The relaxation in the law [which stipulates that all packed food manufacturers now have to conform to a specified set of weights by November 1, 2012 (a four-month extension of the original deadline) is a step in the right direction. We are quite happy with the concession. In fact, the contents of packs priced under Rs 10 are not bound by the weight clause. However, it becomes applicable when a manufacturer wants to sell a packed edible above Rs 10.”
The brand portfolio of Parle, a $1,000 million company, includes Melody; Mango Bite; Chox; Kaccha Mango Bite; Poppins; Clovemint; 2-in-1 Eclair; Kismi; Kismi Gold; Kismi Toffee Bar; and Orange Candy.
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