Friday, March 29, 2024

Advertisement

RoohAfza launches two new hot beverages with Barista

By Nabamita Chatterjee | January 19, 2018

These will be available in 100 Barista stores with a focus on RoohAfza affinity markets, and the potential to attract newer consumers based on their demographics through the Barista Network.

Hamdard Laboratories, the 100 year old FMCG Company’s flagship brand RoohAfza extends its partnership with Barista Coffee Company with the launch of two new hot beverages. These will be available in 100 Barista stores with a focus on RoohAfza affinity markets, and the potential to attract newer consumers based on their demographics through the Barista Network. 

Speaking at the launch, Mansoor Ali, Chief Sales & Marketing Officer, Hamdard said, “This association is a part of the transformational phase that Hamdard is currently in. One of the key focus is to create connect for RoohAfza with the younger generation, the millennials of today and be accessible to them in the formats and locations they hang out in. Of late, there has been a noticeable move towards natural, herbal-based products in the consumer space. Our flagship brand, RoohAfza sits organically on this premise. Taking our association with Barista forward and post the launch of RoohAfza Shakerato and Masaaala RoohAfza, Rooh Mocha and RoohAfza Badam offer for an interesting fusion of two sensorial beverages and promote the myriad usages of RoohAfza all year long. We see this distinctive partnership with Barista as a long-term strategic alliance, where heritage meets cool and gives the young consumers a twist they would love.”

Puneet Gulati, Chief Executive Officer, Barista said ‘In our endeavor to be in the ‘Innovative Space’, we have successfully taken fusion drinks to newer levels. As we embarking into season two of our partnership, we are excited to launch Rooh Mocha, which has Roohafza flavoring of medium roast coffee with a hint of chocolate and RoohAfza Badam Milk, here we have Californian crunchy almonds in hot milk mingled with Roohafza. Our endeavor is to line up more exciting offering in times to come.”

Hamdard has a range of snacks lined up for the coming months such as RoohAfza infused muffins, cake in a jar, pastries etc. The company will soon announce the offerings for which the product development and R&D is underway. Their vision is to seed the consumer’s mind and palate with newer and more innovative ways to consume their brand Roohafza.

 

 

Advertisement

Related News

Advertisement
Have You Say
Advertisement
Resource
Follow Us On
Advertisement