By A Correspondent
Alpenliebe Juzt Jelly has rolled out an innovation to delight the Indian consumers –unique ‘Bear’ shape Jelly with 25 per cent fruit pulp. Added with sugar sanding on top, the product has differentiated mouthfeel making it appetizing for the consumer.
As a category leader, brand defines aggressive category expansion as the key task for 2016, which will bring new consumers into the category. This is where new Alpenliebe Juzt Jelly Fruity Bears comes into play. This product offers truly distinct experience to consumers. And as a result Fruity Bears will also have potential to appropriate newer consumption occasions. Also at Rs.10 & 25 price points, this format serves the task of expanding jelly category into higher price points (currently category derives majority sales from Re. 1 price point).
Commenting on launch, Mandar Keskar, Category Head, Perfetti Van Melle India said, “We are happy to bring in truly distinct experience to our consumers. Endeavor is to make the proposition playful and it reflects in all aspects including packaging & the communication developed to support the launch.â€
On communication development, Kapil Batra, ECD, Mccann India mentioned, “Brief was to bring bears alive and I think we have delivered well on it. These characters are very adorable and we hope consumers love them just like we do.â€
The campaign launch will be supported by TV, digital, modern trade and on ground activations.