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Campco eyes pan-India foray with spice toffee infused with pepper & ginger
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Monday, 09 December, 2019, 08 : 00 AM [IST]
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Nandita Vijay, Bengaluru
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The Central Arecanut and Cocoa Marketing and Processing Co-operative (CAMPCO) has now introduced spice eclair/toffee to cater to the young and adult consumers. Initially, the new product is being launched in south India but there is a plan to expand it to pan-India.
The product is a sugar boiled confectionery that is prepared from one or more sugar-based syrups with carefully selected ingredients and infused with two of the most popular spices in India in the form of natural black pepper powder and ginger extracts.
“We have been working on this unique product with value addition. Spices are popular in India hence we decided to incorporate it into a toffee which will be popular among both young and adults. There is good potential demand for this spice toffee in the B , C and D class towns, ” said Francis D’Souza, DGM, administration, Campco.
The research and development on the product was done for just over a year to get the right combination of spices for excellent mouth-feel and to study its shelf life for a period of one year. It is available in 900g pet jars with 225 pieces + 25 pieces Eclairs free X 3.6g).
“The ginger extract and pepper powder with glucose in the product are beneficial for body balance and relief from tiredness. Also the spice acts as a body cooling agent and a mouth freshener and it decreases the feeling of thirst when consumed. This is a first-of-its-kind product and will surely turn on the heat. The product is priced at Re 1 MRP,” revealed Dr Rakshith Rai, R&D officer, Campco Chocolate Factory, Puttur in Karnataka, while speaking to FnB News.
Meanwhile, “The immediate response in the market has been positive and we hope to attract more consumers in the future. Our marketing strategy is to place the product in all medical/chemist outlets along with general trade which is already in progress. The pepper and ginger extracts are sourced from south India. In the organised sector, there are no competitors as the product is unique with natural pepper powder,” said D’Souza.
The fastest growing products from the company are enrobed bars such as Campco Bar and Turbo. There are new products planned too. “Currently, we are working on another enrobed product with jackfruit which will be launched in the near future. But the challenge that we face is to reduce the use of sugar. The consumers are moving towards lesser or no sugar alternatives which is a huge focus especially in US and Europe. We believe in the near future even Campco will focus on it and we already have a sugar-free dark chocolate bar called ‘Dietier’ in the market,” said D’Souza.
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