Parag Milk Foods enters the beverage market with'Slurp'

Parag Milk Foods Ltd., leading manufacturers and marketers of dairy-based branded foods in India, diversifies into fruit juice drink segment by launching ‘Slurp’ with an aim to expand its footprint in the beverage category. Slurp will be available across markets of Mumbai, Delhi, Kanpur and Chennai.

Commenting on the launch, Devendra Shah, Chairman, Parag Milk Foods Ltd. 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 the 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 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 beverage category as a key growth driver.”
 
As per Euromonitor, 100% juice drink market is growing at a CAGR of 25% in volume and 31% in value in the last 5 years. The report also states that mango juice drink market comprises of 85% of this juice drink market and thus the brand is looking for a great response from the beverage market.
 
Mahesh Israni, Chief Marketing Officer, Parag Milk Foods Ltd. said, “The Indian drink market is largely dominated by soft drink players without dairy industry involvement. With Slurp, we plan to enter the fruit juice drink market that is currently exponentially growing. Slurp has a thick texture with light yellow distinctive colour and the key differentiator is 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 huge lead over the 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. Both in the modern trade and general trade we are looking at creating innovations in terms of our marketing collaterals a well as will be rolling retail activations through sampling.”
 
After tasting the four market launches the brand will see further expansion on a pan India basis very soon.