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FOOD PROCESSING

Parle Agro continues to disrupt flavoured dairy beverage segment
Tuesday, 25 January, 2022, 14 : 00 PM [IST]
Our Bureau, Mumbai
Parle Agro’s diversification in the dairy segment has been nothing short of revolutionary. Continuing with the trend, the company has launched a brand new coffee flavoured drink, Smoodh Coffee Frappé.

The beloved multi-category, multi-brand beverage behemoth looks to carry forward its run of extraordinary success in the dairy segment by offering consumers a new flavour under the Smoodh umbrella. The new variant was introduced to customers through a campaign with national brand ambassador, Varun Dhawan.

Made with high quality ingredients to ensure a typical café like taste and experience, Coffee Frappé is a silky and delicious coffee flavoured milk beverage. It is available in Smoodh’s classic and convenient, single serve Tetra Pak at the price of Rs 10 for 85 ml. It first came out with two universally popular consumer flavours – Chocolate Milk and Toffee Caramel and won the hearts of customers far and wide.

The TVC for Coffee Frappé features Dhawan presenting the new flavour with the jingle, “Dus ka Doodh, Oh So Smoodh.” Echoing the core message of the flavoured milk brand, Dhawan showcases a fun persona, encouraging brand loyalists to try the drink.

It is unique price and pack size, a first in the branded Ready to Drink (RTD), category for coffee flavoured dairy beverages, is sure to become a favourite. The incredible price of Rs 10 for an 85 ml pack will not only enable higher reach but also make the flavour accessible to a larger number of consumers.

Commenting on the launch of the new flavour, Nadia Chauhan, joint managing director and CMO, Parle Agro, said, “With Smoodh, we’ve disrupted the flavoured milk category in India with record-breaking sales. In a span of just six months and with just two variants, Smoodh is today, leading the growth of the flavoured milk category in the country. With plans to continue to expand further, we have launched a new variant, Smoodh Coffee Frappé. As a pioneering brand, our vision is to grow coffee flavoured dairy segment and make it more accessible to the masses. Our classic price point of Rs 10 for our quality offering, Smoodh Coffee Frappé will enable us achieve this goal.”
 
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