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.
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.
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."