Tuesday, August 16, 2022

You can get e-magazine links on WhatsApp. Click here


RoohAfza, Barista launch hot beverages Rooh Mocha, RoohAfza Badam Milk
Monday, 22 January, 2018, 08 : 00 AM [IST]
Our Bureau, Mumbai
RoohAfza, the flagship brand of the 100-year-old fast-moving consumer goods (FMCG) company Hamdard Laboratories, and Barista Coffee Company recently launched two hot beverages - Rooh Mocha and RoohAfza Badam Milk.

While the coffee fusion drink Rooh Mocha blends espresso made from 100 per cent Arabica beans and RoohAfza with milk, RoohAfza Badam Milk is a fusion of RoohAfza with milk and almonds.

They will be available at 100 Barista outlets with a focus on RoohAfza affinity markets, and the potential to attract newer consumers based on their demographics through the Barista Network.

The coffee major launched two cold beverages, RoohAfza Shakerato and Masaaala RoohAfza, last year. The move has come after Hamdard’s launch of its ready-to-drink beverage RoohAfza Fusion and the Greed is good campaign.

Apart from the four drinks, Hamdard has a range of snacks lined up for the coming months. These include RoohAfza-infused muffins, cruffins, cake in a jar, pastries, etc. It will shortly unveil more offerings, for which the research and development (R&D) is underway.

Their vision is to seed the consumers’ minds and palates with newer and more innovative ways to consume their favourite RoohAfza.

Mansoor Ali, chief sales and marketing officer, Hamdard, said, “This association is a part of the transformational phase that Hamdard is currently in.”

“One of the key focus is to create connect for RoohAfza with the younger generation and the millennials of today and be accessible to them in the formats and locations they hang out in,” he added.

“Of late, there has been a noticeable move towards natural, herbal-based products in the consumer space. Our flagship brand, RoohAfza sits organically on this premise,” Ali stated.

“Taking our association with Barista forward and following the launch of RoohAfza Shakerato and Masaaala RoohAfza, Rooh Mocha and RoohAfza Badam offer for an interesting fusion of two sensorial beverages and promote the myriad usages of RoohAfza all year long,” he added.

“We see this distinctive partnership with Barista as a long-term strategic alliance, where heritage meets cool and gives the young consumers a twist they would love,” Ali said.

Speaking at the launch, Puneet Gulati, chief executive officer, Barista, said, “We are happy to announce that our valued partnership with Hamdard has yielded great customer traction.”

“In our endeavour to be in the innovative space, we have successfully taken fusion drinks to newer levels,” he added.

“As we embark on season two of our partnership, we are excited to launch Rooh Mocha, which has Roohafza flavouring of medium-roast coffee with a hint of chocolate, and RoohAfza Badam Milk, which has Californian crunchy almonds in hot milk mixed with Roohafza,” Gulati said.

“Our endeavour is to line up more exciting offerings in times to come. Our association with Hamdard is a testimony to the fact that we keep having newer reasons for guests to visit our stores,” he added.
Print Article Back FNB News Twitter
Post Your commentsPost Your Comment
* Name :    
* Email :    
  Website :  
Comments :  
Captcha :

Food and Beverage News ePaper
“Our goal is to revolutionise freight in India”
Past News...

Packaged wheat flour market growth 19% CAGR; may reach Rs 7500 cr: Ikon
Past News...
Advertise Here
Advertise Here
Advertise Here
Recipe for Success
Bartending ‘interesting accident’, states aspiring mathematician Lal
Past News...

Home | About Us | Contact Us | Feedback | Disclaimer
Copyright © Food And Beverage News. All rights reserved.
Designed & Maintained by Saffron Media Pvt Ltd