Parle launches Happy Happy

Parle has recently has entered the low-cost chocolate-chip cookie market with the launch of its new product, Happy Happy

e4m by exchange4media Staff
Updated: Jan 30, 2012 4:56 PM
Parle launches Happy Happy

Parle, India’s largest biscuit and confectionary manufacturer has entered the low-cost choco-chip cookie market with the launch of Happy Happy.

The low cost choco-chip cookie category in India is growing in surplus of 15-20 per cent. Commenting on the launch of Happy Happy, Shalin Desai, Group Brand Manager, Parle Products, said, “Being the largest player in the industry, it is important for us to have a presence across all categories of biscuits. Parle as a brand stands for trust and great value to the customers. The premium and low cost choco-chip cookie segment is growing rapidly and with the launch of Happy Happy, we would like to strengthen our presence in the mass segment. Our premium brand in the same category Hide & Seek has done exceptionally well since its launch and I am sure we will be able achieve the same for Happy Happy in coming days.”

Happy Happy is currently available across markets in India. Happy Happy is available in packs of 45 gms and 85 gms, at popular price points of Rs. 5 and Rs. 10 respectively. The company soon will start the 360 degree marketing campaign to increase the visibility for the brand.

For the record, the current biscuit market in India is of nearly Rs. 12,000 crore.

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