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Adding fresh fizz to Frooti

Will Frooti Fizz help bring back the excitement around the 32-year-old master brand?

Nadia Chauhan
Nadia Chauhan

Extension of an established master brand is never easy. Experts reckon there is a 70 per cent chance that a new launch will fail to live up to expectations and help the parent company expand into a new category. But that hasn’t stopped brands from trying to stretch the equity of a well-known brand. One player that has taken that risk in recent weeks is Parle Agro. The fast-moving consumer goods company has launched Frooti Fizz, a fizzy version of category leader Frooti. This is the first brand extension of the popular mango drink Frooti in 32 years. The objective of the launch is ...