We expect to spend Rs 25-30 crore on marketing for Nutricrunch launch: Mayank Shah, Parle

Mayank Shah, Sr. Category Head, Parle Products said the company intends to own 15 per cent of the market share in its target geographies in two years

e4m by Rasika Kiran Upasani
Updated: Feb 22, 2019 8:42 AM

Parle Products is the latest company to join the healthy bandwagon with its latest offering Nutricrunch under its premium Platina division. Mayank Shah, Sr. Category Head, Parle Products, says that the product range is specifically targeted towards the requirements of health-conscious consumers.

Explaining the insight behind this range of products, Shah says, “People have started moving towards their native ingredients ever since there came the fad of ‘superfood’, which mainly includes indigenous grains like ragi, jowar, and bajra.” The target audience for the Nutricrunch biscuits are people who are actively seeking healthy food options. “Therefore, the products from this launch are mainly sugar-free products that are for people who are very conscious about their sugar intake. There is ‘Digestive Marie’ which is similar to digestive cookies, minus the high-fat content. The classic Digestive has jowar as its active ingredient.”

Calling sugar the ‘enemy’, Shah said, although these products can be consumed by diabetics, “it should also be considered as a preventive measure for the people who are not diabetic but are health conscious and want to prevent themselves from diabetes for major reasons such as family history in diabetes, high blood pressure, etc.” The price range of these products is between Rs 20-50.

When asked about the markets that Parle has taken into consideration for these products, Shah said, “While they will be made available across the country, in case of Marie, consumption is much higher in West Bengal, Kerala, Karnataka, Tamil Nadu, and Maharashtra.” Interestingly, it is because people from these geographies are most prone to diabetes that they consume sugar-free biscuits the most, he revealed. Parle Products intends to own 15 per cent of the market share in its target geographies in two years. Parle is following a 360-degree marketing approach for the launch of these products. The marketing and promotional budget is expected to be around Rs 25-30 crore.

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