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Rite Bite launched in two new variants
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Saturday, 16 June, 2007, 08 : 00 AM [IST]
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Dhwani Pandya, Mumbai
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oduced two new and exciting variants of its focal brand Rite Bite nutritional bars. Launched just a year ago, Rite Bite is a high nutrition energy bar enriched with the goodness of protein, calcium and essential vitamins A, C and E. Naturell has come up with an innovative concept of promoting mental health through it new variant called Rite Bite Smart. Rite Bite Smart offers a unique value proposition, which helps to improve memory, intellect and well-being. Vijay Uttarwar, CEO, Naurell explained, "The ingredient used in the products like shankhpushpi, brahmi and ashvagandha are quite popular among the Indian consumers and they can easily relate to the benefits of such products." Rite Bite Smart will be available at Rs 10.
The company is also launching two new flavours strawberry and butterscotch in a fun looking and attractively coloured new package and with this for the first time it will enter the low priced segment of Rs 5. This new Rite Bite variant will have a single value proposition of calcium equal to one cup of milk, informed Uttarwar. Apart from this a new flavour Pinacolada, a mix of pineapple and coconut will also be launched in the Rs 10 category.
The company has planned a television commercial for the promotion of new Rite Bite variants, which will be telecast at the end of this month. The commercial signifies the importance of the taste along with the nutritional values of the product, which is clearly indicated in the tagline "Rite Bite itna tasty ke health toh sirf ek bahana hai".
Nutritional bar is an upcoming concept in India, wherein companies are targeting the new health conscious generation. Lifestyle changes, growing health awareness and changing attitude of consumers has surely attributed to the growth of such products. Nutritional bars provides a healthier alternative to junk food and unhealthy snacks. "Nutritional bars are a very popular concept in western world as breakfast or lunch replacement. However, this may not be the case in India as we still prefer full meal. Keeping this in mind Rite Bite is positioned as healthy snack for the health conscious people," said Uttarwar.
Rite Bite claims to have protein and calcium equivalent to one cup of milk, vitamin A equivalent to three carrots, vitamin C equivalent to one orange and vitamin E equivalent to six almonds. The value proposition is kept in the simplest form so that the consumer can easily relate to nutritional benefits of product, informed Uttarwar.
Rite Bite was initially introduced with three flavours ie. Chocolate Delite, Fruity Chocolate and Merry Berry in the price range of Rs 15. Later, the company launched a new variant called Krunch in the price range of Rs 10. "While observing the market we realised that rupees ten is a comfortable price point for the consumer, which led to the launch of Krunch," said Uttarwar.
Rite Bite has gained significant success in a small period and is available across the country, claimed Uttarwar. The company is now also looking for opportunities in the export market.
While healthy foods are the latest trend among consumers, they are often not satisfied with the taste of products. Agreeing Uttarwar said, "One of the biggest challenges among the producers of healthy food is to bring the balance between health, taste and affordability. That is what we are trying to achieve with Rite Bite."
The company has some exciting future plans for the Rite Bite brand. Sharing the same Uttarwar said, "Nutritional requirements of each individual is different. The nutritional requirement of a child and adult or pregnant and lactating women are different from each other. We are concentrating on developing nutritional bars for these different individuals, which will offer distinct value proposition according to their nutritional requirements."
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