SRINAGAR: Parle Agro, Wednesday launched Frooti Fizz, a new variant of its brand Frooti, a statement issued by the company said.
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.
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.
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.
Speaking on the launch of the new product, Joint Managing Director and Chief Marketing Officer, Parle Agro Nadia Chauhan, 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.”Chauhan said.
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.