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| US sweetener maker Merisant plans to expand Equal's portfolio |
| Press Trust of India / New Delhi Aug 11, 2009, 11:17 IST |
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Betting big on the Indian market US-based sugar-free sweetener maker Merisant Inc, which sells its product under the brand 'Equal' is planning to introduce three more flavours within the next one year, besides, increasing presence in Tier II cities and rural markets.
The company had earlier this month launched the first flavoured variant of Equal, Equal Elaichi (Cardamom), and is hoping to tap growing health consciousness among Indian consumers.
"We expect at least three new flavours in the next 12 months and they are under development," Merisant India Regional Director (South Asia) Vishal Shah told PTI.
He said the company is looking towards expanding its consumer footprint and market share by launching multiple variants and flavours.
"Equal Elaichi is just the beginning in making Equal a household brand in the growing Indian market. The attempt is to convert the entire segment from 'need to use' to a more lifestyle 'choose to use' segment," Shah said.
The company is also looking beyond the traditional markets in big metros and modern retail stores.
"We expect to penetrate smaller Tier II cities to cover a larger population. We are also planning to target the rural market for future growth," he added.Equal is available in both powdered and tablet form to sweeten food items.
Merisant had also recently undertaken packaging of the brand in a new manner. The company markets 'Equal' across 88 countries.
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