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Fresca Juices launches Fresca Fruzo in 4 flavours; Enters CFD category
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Friday, 26 April, 2019, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Fresca Juices, one of the fastest-growing packaged fruit juice brands in the Indian market, has launched Fresca Fruzo, its own offering in the CFD (carbonated fruit drink) category, Fresca Fruzo, with four brand new variants. The new line of products consists of Apple, Mojito, Jeera and Nimbu Masala flavours.
With the launch of the latest product, Fresca (which has been growing at a CAGR [compound annual growth rate] of 50 per cent, which is over four times the industry average [12 per cent] over the past three years) has become the first Indian company to offer multiple flavoured-fizz options to consumers, further cementing its position as the leading innovator in the packaged fruit juice and carbonated fruit beverage market.
The CFD market is currently witnessing a growth rate of 30 per cent per year. And this is when the Indian consumers have had only one fizzy flavour available to them (apple).
By introducing three more fizzy flavours into the market, in addition to apple, Fresca is all geared up to take all major fruit juice and CFD brands on with Fresca Fruzo.
In line with the company’s mission to offer fruit juice enthusiasts with various flavours at economical costs, the latest line of Fresca’s carbonated juices are priced at Rs 10 (for a 160ml bottle) and Rs 15 (for a 250ml bottle).
The latest expansion is in line with Fresca Juices’ objective of achieving an annual revenue run rate of approximately Rs 150 crore by 2020.
On the launch of Fresca Fruzo, Akhil Gupta, managing director, Fresca Juices, said, “The dominion of national-level brands offering very limited fruit juice options has long gone unchallenged.”
“Being a fruit juice enthusiast myself, I used to crave more flavourful choices. With the conviction that we could bridge this market gap, we incepted Fresca. Now, fruit juice aficionados like myself have not two, not three, but over six flavours to choose from.”
“The idea behind launching Fresca Fruzo was to tackle the similar market gap in the carbonated fruit drink segment. We are confident that our new range of fizzy flavours will satisfy consumers of all palates and preferences,” Gupta said.
According to Ashok Chopra, country head, Fresca Fruzo, will be available in over two lakh outlets within 45 days from the date of launch in major North Indian markets.
“We will leave no flavour untasted, so to speak, in managing the distribution of our new products,” he added.
“We will be employing aggressive and dedicated marketing strategies with BTL (below-the-line) activities to ensure that every fruit juice lover in our target areas gets to taste Fresca Fruzo and feel refreshed in the sweltering heat of the summers,” Chopra said.
“Currently, we are aiming to distribute our carbonated fruit juices across two lakh outlets in all major North Indian markets. Our consumers in these areas will get to drink Fresca Fruzo from a little more than a month after the product’s launch,” he added.
Since its inception, Fresca Juices has been enriching the home consumption market with multiple flavours, including mango, apple, guava, litchi, mixed fruit and orange.
On the back of its unique lower-than-average pricing, high quality of products, and exceptional closeness of taste to actual fruits the corresponding products are based on, Fresca has achieved massive popularity among the Indian fruit juice consumer base, as evinced in its 67 per cent growth rate in the home consumption market.
With its consistent focus on sales and distribution of its products, along with the BTL activities, the company has managed to establish a strong presence in more than 11 Indian states, including Delhi, Haryana, Punjab, Jammu and Kashmir, Himachal Pradesh and Rajasthan, among others.
While looking to cover more parts of the country, Fresca’s aim is to become a company that best understands and satisfies the needs of customers through its fulfilling services and unique range of refreshing products.
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