Coimbatore — March07, 2017 —With an aim to expand its footprint further in the beverage category, Parle Agro, today 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 Fizzseeks torefresh the category providing a perfect balance of the taste of real mango along with fizzwhile keeping the drink light and refreshing.
As consumers look for alternatives to synthetic drinksand have been movingtowards fruit based drinks, Frooti Fizz aims to provide consumers with a differentiated product. The product is created as an offering to the large setof 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 fruitplusfizz 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 producedat 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, Rajasthanand Haryana.
Frooti Fizz will be available across the country starting March, 2017, priced at Rs. 15 for 250 mlPET, Rs. 30 for 500 ml PET and Rs. 25 for 250 ml Can.
About Parle Agro:
Parle Agro Pvt. Ltd. is the largest Indian food and beverage company. Today, it is a ‘2,800 Cr organization’. It operates under three business verticals: Beverages (Fruit Juice based drinks), Packaged Drinking Water and PET Preforms. Each of these verticals operates as independent entities. As a part of their penetration strategy, they have also set-up an exclusive division for Beverages in the RGB format. Over the last few years, their infrastructure has grown to 76 manufacturing facilities both in India and overseas, and has developed a widespread network of 4,250 channel partners that cater to more than 10 lakh outlets in the country.
They cater to the mass market with brands like Frooti, Appy, Appy Fizz, Frio, Dishoom and Café Cuba. Frooti has been the pioneer in the fruit drinks segment and today enjoys market-share of 85% and 33% respectively in the Tetra Pak and PET categories. Appy is the undisputed market leader in the apple juice based drink category with a market share of close to 70%. Appy Fizz completely owns the category of sparkling fruit juice based drinks.