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Perfetti Van Melle India launches Chupa Chups Sour Belt and Sour Bites
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Tuesday, 08 November, 2016, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d Confectionery player Perfetti Van Melle India has launched two new offerings - Chupa Chups Sour Belt and Sour Bites. While the former is a belt-shaped soft chewy candy, the latter is available in multi-coloured bite-sized pieces in mixed fruit flavour.
The strawberry and raw mango variants of Chupa Chups Sour Belt are available in single packs priced at Rs 5, while the mixed fruit variant is available in an eight-piece tray pack containing multi-coloured belts. The latter is priced at Rs 30. Each bite of Sour Bites leaves sweet and sour tastes in the mouth. It is available in bags priced at Rs 10 and larger packs priced at Rs 30.
Ramesh Jayaraman, managing director, Perfetti Van Melle India, said, “We are delighted to expand the Chupa Chups portfolio in India with the launch of Chupa Chups Sour Belts and Sour Bites. Our recent launch, Chupa Chups Bubble Gum Filled Lollipops, received a very positive response from consumers.”
“Now, with the launch of Sour Bites and Belts, we are raising the innovation bar further. Substantial investment has been made in the manufacturing line, and we are delighted once more to be the first in India to bring a major innovation to the market. The Chupa Chups fun personality is inherent in these offerings and their distinctive shape and textures offer great scope for playful consumption,” he added.
Rohit Kapoor, director, marketing, Perfetti Van Melle India, said, “We are really excited to launch Chupa Chups Sour Belt and Sour Bites, soft candy offerings with sweet and sour sprinkles on top. These are extremely successful formats in some international markets, and it was indeed a challenge to bring these delightful offerings at mainstream price points in India.”
“These offerings also provide us a perfect opportunity to carve out a new sweet-sour segment in the confectionery market. The launch will be supported by a communication campaign on the take fun seriously platform, that includes a new television commercial, point of purchase material in general trade, a visibility drive in modern trade and a digital campaign targeting the brand’s core teenage audience,” he added.
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