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ITC Foods launches Lacto to take on Godrej Hershey's MahaLacto
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Monday, 11 August, 2008, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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ITC Foods is foraying into new categories with the launch of Lacto, a milk candy targeted at mass markets. With this move, ITC Foods will directly take on Godrej Hershey Ltd's MahaLacto. ITC's Lacto is prices at 50 paise, same as MahaLacto.
ITC has set up a new manufacturing plant in Coimbatore for its new launch Lacto. The company will be extending its confectionery business to include milk chocolates to take on Cadbury's and Nestle soon.
Meanwhile, Godrej Hershey is planning to re-launch its entire Nutrine range next month. "Our initiatives include a ramp up of sales for the new candy Super MahaLacto through a concerted media campaign and distribution efforts in the first quarter of FY09. Also, we launched a new variant of Nutrine éclairs and special packs for candy during the festive season," says a company spokesman.
Currently, Nutrine's portfolio includes brands such as MahaLacto, Maha MahaLacto, Koko Naka, Milk Eclairs, Honey Fab, Aam Ras, Assay, Super Star and Gulkand. In July 2006, Godrej Beverages & Foods Ltd acquired Nutrine Confectionery Company Pvt. Ltd, the largest player in the Indian confectionery markets. The other major player in this category is Parry's LactoKing.
According to industry sources, ITC Foods will spread its presence in the Indian confectionery sector in the next few months. The company will be aggressive in marketing its new launch across the country.
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