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Parle Agro launches Smoodh Lassi
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Thursday, 05 September, 2024, 13 : 00 PM [IST]
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Our Bureau, New Delhi
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Parle Agro, known for driving innovation in the Indian beverage market, launches Smoodh Lassi, a fresh addition to its growing dairy portfolio that is set to redefine the Indian dairy category once again. Building on the success of its flavoured milk, the new offering reflects the company's commitment to disrupting market norms with innovative, high-quality, and affordable products that unlock the full potential of its category, leading to extraordinary growth. This exciting launch is backed by an extensive multi-channel campaign, the largest ever in the lassi category, featuring brand ambassador, Varun Dhawan.
With Smoodh Lassi, Parle Agro takes lassi to new heights of delight and indulgence. With 50% dahi content, this lassi is wonderfully thick and creamy, delivering a delicious, smooth, and satisfying drinking experience with every sip. It offers the classic lassi taste, gently infused with a delicate hint of rose creating a flavour that is both refreshing and comforting. It’s the perfect beverage for relaxing moments - whether it's a quick snack, a family gathering, serving guests or simply a refreshing pick-me up.
Making it even more unique is its packaging. The company is the sole national player offering lassi in cutting-edge aseptic PET packaging. This innovative packaging ensures the lassi is free from trans fats and preservatives, with a remarkable six-month shelf life, perfectly aligning with the company’s commitment to wholesome, quality, and guilt-free indulgence. Its vibrant, trendy design is eye-catchy and appealing, making it stand out in a crowded market. Additionally, its youthful look and convenient size make it ideal for on-the-go consumption.
Nadia Chauhan, joint managing director, Parle Agro, said, “Lassi is a beverage rooted in the Indian culture, with significant market potential. Smoodh Lassi is our innovative take on this classic beverage, offering a premium, creamier, and richer product that seamlessly blends tradition with modernity. We've carefully crafted Smoodh Lassi to exceed consumer expectations, focusing on quality, taste, and nutritional value. Our campaign with Varun Dhawan, is designed to resonate with consumers, positioning Smoodh Lassi as a standout choice in the crowded lassi market. With this approach, we aim to elevate the product's visibility and strengthen our leadership in beverage innovation. Our strategy has always centred on diversifying our portfolio to anticipate consumer preferences and set market trends. The launch of Smoodh Lassi in innovative packaging reflects our commitment to delivering pioneering products that cater to today’s evolving consumer needs.”
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