Adding fresh fizz to Frooti
Will Frooti Fizz help bring back the excitement around the 32-year-old master brand?
 "Nadia Chauhan")
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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 two-fold, says the company: It will help Frooti consolidate its position in the fast growing fruit-based drinks market, and two, it will help the company diversify its beverage product portfolio thus reducing its revenue dependence on a single beverage brand Frooti.
Interestingly, Parle Agro already has a strong presence in the fruit-based fizzy drink category with a flagship product in Appy Fizz. Launched in 2005, Appy Fizz has been witnessing 25 per cent growth year-on-year.
“Appy Fizz started off as a niche category 10 years back. Today, it has gone mainstream establishing sparkling fruit beverage as an altogether new beverage category. Frooti Fizz is an attempt at extending our sparkling fruit drink portfolio,” says Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro.
She adds, “At 90 per cent, mango continues to be India’s largest consumed fruit flavour. Therefore, extending Frooti into a fizzy fruit drink will be a powerful brand proposition.”
With a large number of consumers increasingly moving away from carbonated and synthetic drinks and going in for fruit-based natural products, Parle Agro sees a lot of potential in fruit-based drinks in the fizz category.
Reportedly, in 2015 the juices category posted a volume growth of 20.06 per cent and a value growth of 25.78 per cent over the previous year. Fizzy drinks, in the same period, grew 8.42 per cent by volume and 10.82 per cent by value, according to market research firm Euromonitor International.
Interestingly, Parle Agro already has a strong presence in the fruit-based fizzy drink category with a flagship product in Appy Fizz. Launched in 2005, Appy Fizz has been witnessing 25 per cent growth year-on-year.
“Appy Fizz started off as a niche category 10 years back. Today, it has gone mainstream establishing sparkling fruit beverage as an altogether new beverage category. Frooti Fizz is an attempt at extending our sparkling fruit drink portfolio,” says Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro.
She adds, “At 90 per cent, mango continues to be India’s largest consumed fruit flavour. Therefore, extending Frooti into a fizzy fruit drink will be a powerful brand proposition.”
With a large number of consumers increasingly moving away from carbonated and synthetic drinks and going in for fruit-based natural products, Parle Agro sees a lot of potential in fruit-based drinks in the fizz category.
Reportedly, in 2015 the juices category posted a volume growth of 20.06 per cent and a value growth of 25.78 per cent over the previous year. Fizzy drinks, in the same period, grew 8.42 per cent by volume and 10.82 per cent by value, according to market research firm Euromonitor International.