With an aim to expand its footprint further in the beverage category, Parle Agro has launched Frooti Fizz, a new variant of its brand Frooti to start off summer.
While Appy Fizz continues to dominate in the category it created, of 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 have been moving towards fruit based drinks, Frooti Fizz aims to provide consumers with a differentiated product.
The product is created as an offering to the large set of Mango drink consumers, currently the preferred flavour choice contributing 90% to the FFSD (Fruit Flavored Still Drink) category.
Parle Agro aims to become a dominant player in the mango category after cementing its position as the no. 2 player in India with Frooti with 20% market share in 2016 while Appy Fizz remains the largest selling sparkling fruit based drink.
The launch of Frooti Fizz is 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 crores 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 lackluster year for the industry and the challenges of demonetization, Frooti grew 13% while Appy Fizz closed the year at 27% growth, backed by a continuously strengthened Sales & 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 maximum market share in this category. The launch of Frooti Fizz is a step towards taking this category to the next level. Mango continues to be India’s largest consumed fruit flavor. 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. 4000 crores over the next few years."
Parle Agro has invested significantly in the upgradation of its existing manufacturing infrastructure for the production of Frooti Fizz and existing beverages. It will also be produced at the latest production facility located at Sitarganj, Uttarakhand along with the existing manufacturing facilities at Telangana, Uttar Pradesh, West Bengal, Orissa, Madhya Pradesh, Tamil Nadu, Maharashtra, Rajasthan and Haryana.
Frooti Fizz will be available across the country starting March, 2017, priced at Rs. 15 for 250 ml PET, Rs. 30 for 500 ml PET and Rs. 25 for 250 ml Can.
