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UK’s Twiss Drinks ventures into India market with sparkling fruit juices
Saturday, 23 January, 2016, 08 : 00 AM [IST]
Our Bureau, Mumbai
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Twiss Drinks Ltd, a United Kingdom-based company, has ventured into the Indian market by unveiling its four sparkling fruit juice products. The brand has come up with peculiar flavours targeting the youth segment of the population.

The refreshing drink would be sold under the brand which is a part of Amarjothi Group, one of the largest manufacturers of melange yarn with presence in various other sectors.

Excited about the launch, Nitin Menon, MD, Twiss Drinks India Pvt. Ltd, said, “Each product is so very uniquely combined with the right proportion of juice and flavours delivering a burst of the fruit flavours on the tongue and giving it a great taste. The products have used the best ingredients sourced across the globe replicating true fruit taste. Twiss range would be in the forefront to innovate the sparkling juice drink category which is virtually non-existent.”

“One can of the Twiss beverage costs Rs 40 for 250 ml blends well with lifestyle and can be easily mixed with alcohol. The product has being uniquely crafted giving universal appeal to consumer who are looking for innovation or influenced by Western countries. The product is made healthy for consumption with 10% of fruit juice in it. The taste of  drink is too different, as one can experience the taste of one fruit at the starting but ends up having the taste of another fruit, thus its two fruit juices blended together. ”

When quizzed about the future plans, Menon stated, “Currently our focus is totally positioning the current products with our robust marketing strategy. But surely we would be coming out with three more flavours in coming year and introducing limited edition drinks as per coming fruit growing festivals.”

Premchander Rajan, chairman, Twiss Drinks India Pvt. Ltd, pointed out, “The Indian beverage market is growing at a range of about 15% year-on-year. This presents a very good opportunity for many new brands to enter the market if they have a differentiating product and the market has a need for the same. India has one of the youngest populations in the world that is engaged with all that is innovative in food and technology. With our product concept and taste, we feel that Twiss will make every effort to be relevant to them and seamlessly integrate with their lifestyle choices.”

He added, “As part of marketing strategy the company would soon be engaging digital marketing and flash mob advertisement by visiting colleges and universities. The product is made available in all the metro cities in the country.”

Twiss Drinks was founded in the year 2011 in London and the name originated through the formation of a sparkling drink with a unique twist in fruit flavours. The product distinguished itself early on as a quirky and innovative drink through the combination of complementing fruit and herb flavours thus creating a delicious and refreshing taste.
 
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