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Parag Milk Foods diversifies into fruit juice drink segment with ‘Slurp’

06-May-2017
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Parag Milk Foods diversifies into fruit juice drink segment with ‘Slurp’

Parag Milk Foods, manufacturer and marketer of dairy-based branded foods in India, has diversified into the fruit juice drink segment by launching ‘Slurp’ with an aim to expand its footprint in the beverage category.Slurp made from the choicest Alphonso mangoes and a dash of milk has been timed to beat the summer heat. For starters, Slurp will be available across markets of Mumbai, Delhi, Kanpur, and Chennai in a 200ml tetra pack priced at Rs 20.

As per Euromonitor, the 100 per cent juice drink market is growing at a CAGR of 25 per cent in volume and 31 per cent in value in the last five years. The report also states that the mango juice drink market comprises 85 per cent of this juice drink market.

Commenting on the launch, Devendra Shah, Chairman, Parag Milk Foods, said, “We are very excited to introduce our new brand ‘Slurp’ in the fruit juice drink segment. This offering from Parag Milk Foods is based on the company’s mission of providing health and nutrition to Indian consumers. Our research indicates that consumers have become health conscious and are looking for alternatives to aerated drinks and are largely moving towards fruit-based drinks. Fruit juices are a fast-growing category and mango flavour contributes the largest share. The launch of this new brand is a strategic push for expanding our portfolio of value-added products. Within our value-added products portfolio, we have identified the beverage category as a key growth driver.”

Mahesh Israni, Chief Marketing Officer, Parag Milk Foods, said, “The Indian drink market is largely dominated by soft drink players without the involvement of the dairy industry. With Slurp, we plan to enter the fruit juice drink market that is currently growingexponentially. Slurp has a thick texture with a light yellow distinctive colour and the key differentiator is a dash of milk, which balances the sweetness of the mango pulp. This is our competitive edge over the large brands that rule the category today. Our market and consumer research has given us a huge lead over key players in the market in overall appeal, taste, and thickness of the product. We will support this launch with the clutter-breaking marketing campaign of “Yeh ‘aam’, aam nahi” and leverage it with most optimum initiatives. We want to establish ourselves as a serious brand that delights consumers year round.”

The Slurp packaging design was developed to showcase energy and freshness through its overall display. The yellow and orange colours capture the category colour through distinct cues of the Alphonso mango. Where the display of font is used to connote a fun/on-the-go feel, the background depicts freshness of the product through graphic splashes. The mango showcased with the logo is to convey a natural and authentic deliverance of the product brand.

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He joined the company in 2016 as Head of India and South Asia at Discovery Network