Marico Industries launches Saffola Gold, a new variant in the higher-end
edible oil segment. Based on a formulation researched in Japan, Saffola Gold
promised a two-pronged benefit of reducing cholesterol levels and low
consumption of oil.
Addressing newsmen at the formal launch of the latest product, Harsh Mariwala, Chairman and MD, Marico, said: "As an expert, Saffola has always advised consumers to adopt a healthy lifestyle. Saffola Gold is undoubtedly the best-ever version of your trusted Saffola, making food not only tasty but healthy."
A blend of ricebran and kardi oil in a 70:30 ratio, Saffola Gold is the
fruit of several years of research in Japan and is armed with vitamin E which is
known to play a substantial role in immunity.
Sharing some heart chilling information, Saugata Gupta, Head of Marketing, Marico Industries, said, "The age band for heart diseases in India has gone down from 35 years to 24 years. Also, the coronary heart disease rate in India is four
times higher than that in the US."
Saffola is working at shifting from a curative brand to a preventive brand.
Says Gupta, "Earlier, only people with heart problems would consider using
Saffola oil. We are looking at positioning the brand in a way that all
health-conscious people begin to endorse it."
Saffola Gold will be available in one litre pouch, two and five litre jars
costing Rs 89, Rs 178 and Rs 449 respectively.