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Bisleri enters energy drink market with Urzza

13-September-2014
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Bisleri enters energy drink market with Urzza

Bisleri International has forayed into the energy drink segment with Urzza. With this launch, Ramesh Chauhan, Chairman, Bisleri International marks his re-entry into the Carbonated Soft Drinks (CSD) segment 22 years after selling soft drink brands such as Thums-Up, Limca, Gold Spot, and Maaza.

Positioned as a great tasting ‘Liquid Charger’, Bisleri Urzza is claimed to be the first energy drink to be available in PET bottles in India. The non-caffeinated energy drink will have a pan-India roll out by mid-September. Urzza will be available in 250 ml cans and 300 ml PET bottles priced at Rs 50 each.

Making the announcement, Ramesh Chauhan said, “We are very excited to re-enter the category which we exited 22 years back. We have always believed in coming up with innovative offerings for our customers suiting their needs and preferences. Urzza is our dream project backed up with years of research and aspiration to offer our consumer something unique and refreshing. With the launch of Urzza, we intend to create a completely new segment combining the aspects of a CSD and an energy drink. We are very optimistic on significantly exploding the energy drink segment in the country.”

Adding further he said, “Consumers today are looking for different choices. Bisleri as a brand is well known for offering convenience packing to its consumer. Following the similar trend, Urzza will be the first energy drink available in PET bottles to aid individual consumption. We are looking forward to sell 10 million cases of Urzza in the next 12 months, contributing 10 per cent of the company’s sales.”

Urzza will be riding on Bisleri’s distribution strength of over 5 lakh outlets and will be rolled out nationally targeting major metros, mini metros, towns and rural markets. The company has also planned an extensive 360-degree marketing campaign involving television, print, digital, outdoor, etc., which will kick-off by mid-September.
 

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