MTR Foods Pvt. Ltd., a subsidiary of Orkla ASA, Norway, has introduced a new brand in the Indian confectionary market – Laban, a delicious, stretchy, unique human-shaped candy that brings out the inner child in you. Adapted from MTR’s parent company Orkla – Laban is Norway’s largest selling Candy and has been localized by MTR for the Indian consumer with popular Indian flavors like Green Mango, Strawberry, Mango and Orange.
Laban has a uniquely differentiated proposition from any other confectionary in the industry – its stretchy property, human shape, popular Indian flavors encourages creativity and playfulness among consumers across all ages. Laban is fun to eat, giving you a ‘license to play’ and promises to be a tasty treat for all ages. Owing to the Indian audience’s discerning tastes, the candy has been localized for the Indian market by conducting extensive consumer studies to zero in on popular Indian flavors and by making it 100% vegetarian.
On the occasion of the launch, Sunay Bhasin, CMO, MTR Foods Pvt. Ltd. said, “Laban gives our consumers the opportunity to unleash their creativity and stretch their imagination. With its delicious and popular Indian flavours and unique human – shape, this brand is sure to be a hit with people from all ages.”
Laban will be available at Rs.10 for a 26-gm pack and Rs.30 for a 65-gm pack across all markets and outlets.
About Orkla Foods:
Orkla Foods is the largest business area in Orkla ASA, with 42% of Orkla’s total operating revenues from its Branded Consumer Goods business. Orkla Foods supplies well-known local brands to consumers in the Nordics, Baltics, Central Europe and India. The business area holds leading market positions in a number of categories, including frozen pizza, ketchup, soups, sauces, toppings and ready-to-eat dishes.
Orkla Foods chiefly sells its products through grocery retailers, but also holds strong positions in the out-of-home, convenience store and petrol station sectors. Norway and Sweden are Orkla Foods’ two largest markets, accounting for 60% of the business area’s turnover in 2016.
In 2016, Orkla Foods substantially strengthened its position in Central Europe through the acquisition of Hamé, a leading branded food company based in the Czech Republic and Slovakia.
Orkla’s expanded distribution agreement with PepsiCo covers the sale of Tropicana and Quaker products in Norway, Sweden, Denmark and Finland, thereby strengthening Orkla Foods’ position in the breakfast segment.
Orkla Foods’ many well-known brands include Grandiosa, TORO, Stabburet, Felix, Paulúns, Abba, Kalles, Beauvais, Pastella, Spilva, Vitana and MTR.
Companies in the business area: Orkla Foods Norge, Orkla Foods Sverige, Orkla Foods Danmark, Orkla Foods Finland, Põltsamaa Felix in Estland, Orkla Foods Latvija, Orkla Foods Lietuva, Felix Austria, Hamé and Vitana Group in the Czech Republic and MTR Foods in India.
About MTR Foods Pvt. Ltd.
With a 90 year old history of serving authentic Indian Food to Indians, MTR Foods stands tall as an Indian heritage brand. A popular household name today, MTR Foods is synonymous with delicious Indian food in an easy-to-use packaged format.
With a diverse portfolio including breakfast, lunch and dinner, snacks and desserts that cover every meal occasion, MTR Foods unifies India tastefully – making the homemaker the ‘hero’. Blending authentic Indian flavors in modern formats, MTR Foods keeps abreast with the evolving tastes of India. Culinary secrets that have been protected and handed down over the generations are evolved into truly authentic recipes from their region of origin and packaged in innovative and convenient formats.
The journey to being India’s premier, processed food company has been marked by a constant focus on innovation and the adoption of new technology. However, every MTR Foods product always embodies the tradition of unmatched taste and quality. The MTR Foods of today is your friend in the kitchen and promises to help you serve the authentic taste of India to your family.
MTR Foods adheres to the most stringent quality standards, from sourcing ingredients to processing and packing. We are ISO 22000 and HACCP certified.
MTR Foods Pvt. Ltd. is a subsidiary of Norwegian conglomerate Orkla (www.orkla.com).
For more information please visit www.MTRfoods.com. Shop MTR Foods’ products on shop.MTRfoods.com
Visit www.dishcovery.in for recipes of authentic vegetarian cuisine from across India.