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RoohAfza forays into the ready-to-serve beverage market

Vjmedia Works | September 08, 2016

With the launch of RoohAfza Fusion, a ready-to-serve beverage product, Hamdard forays formally into the FMCG sector. The first phase of launch plan will reach out to 30000 outlets in Delhi and UP.

Hamdard Laboratories India, over a 100 year old iconic FMCG company, and one of the largest and trustworthy names in the realm of health, wellness & beauty enters the ready-to-serve beverage segment with the launch of ‘RoohAfza Fusion’, the brand’s extension of its flagship brand RoohAfza in New Delhi.


To target mainly young customers, RoohAfza Fusion is available in five exciting flavours namely Refreshing Lemon, Delicious Orange, Juicy Mango, Exciting Pineapple & Orange and Luscious Litchi.  


Speaking at the launch, Mansoor Ali, Chief Sales & Marketing Officer, Hamdard said, “RoohAfza is one of the oldest, heritage brands in India. In the last few years, there has been a perceivable growth in the popularity of instant or ready to serve juice based beverages. Ready to serve drinks are really popular amongst children and youth, and this is the TG which is driving growths in the overall consumption of this category. There has been a perceivable change in consumption patterns, especially in the youth who are now turning to natural, herbal products which are perceived as more healthy. RoohAfza sits naturally on this positioning, and Fusion is hence a natural extension in the format that connects with the youth and the upwardly mobile. Fusion extends the brand to new consumers, while retaining our existing users and offering them an exciting variation of their favourite RoohAfza in fruit flavours.” RoohAfza Fusion will be launched in GT, MT and Paan Shops across the markets of Delhi and will roll out a national launch by March next year. “We plan to reach out to 30000 outlets in Delhi and UP in our first phase of launch,” Ali added.


Speaking at the occasion, Amit Aneja, AGM Marketing, Hamdard, said, “Juice based drinks happen to be the fastest growing segment under the soft drinks category & is projected to grow by 2.5 times of its current size by 2020. So with RoohAfza Fusion we are entering the right segment at the right time & with such a novel concept we are confident that RoohAfza Fusion will surely prove to be a category shaker.”


Keeping the intrinsic qualities of RoohAfza intact, RoohAfza Fusion will be available in modern Tetrapak aseptic packaging which is known to preserve both the taste & flavour of the product & will be offered at a convenient price point of Rs 20 for 200ml pack.


Speaking at the launch, Kandarp Singh, MD of Tetra Pak South Asia Markets, said, “'Fusion' is special in that it marries the traditional goodness of RoohAfza with the health and taste of different fruits to create a brand new beverage experience.  We are especially proud to have partnered Hamdard in offering consumers its first breakaway ready-to-drink on-the-go product in its 100-year history – using a unique and world-class processing and packaging technology to give consumers a great all-year round drinking experience in a modern and convenient packaging."

Tags : roohafza fusion
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