Godrej Pillsbury All Set To Unwrap Green Giant Line

Godrej Pillsbury, the joint venture between Godrej group and the Pillsbury Company, a subsidiary of UK-based Diageo Plc, is all set to introduce its world-wide vegetable brand, Green Giant, through the launch of canned sweet corn.

Available in two varieties -- Niblets and Cream Style Sweet Corn, Green Giant will first be launched in New Delhi today. Subsequently the product will be launched in Calcutta and finally in Mumbai on December 29.

The product will be imported from the US, and will be available in easy-to-open flip-top can. The company claims that unlike other canned corn which has lots of water, Niblets Sweet Corn is specially vacuum packed with minimum water so that the corn stays golden, fresh and crisp.

 

Niblets Sweet Corn will enter the market with two sizes -- 198 gm will carry a price tag of Rs 33 and 312 gm will cost Rs 48.50. The other variety, Cream Style, will be available in one size of 418 gm priced at Rs 50.

In October Godrej Pillsbury had launched its first products in India -- six varieties of cake mixes (chocolate, vanilla, lemon, banana, carrot and brownies), imported in consumer packs from the US.

Within two months of entering the market`, the companys decided to launch another product to ensure a balanced portfolio. With cake mixes the company could only target the 1.25 million households in India that have ovens, but with canned corn the company has a much larger consumer base to target.

Though the company is importing its products now, it has plans to set up a manufacturing base in India. This is to facilitate more volume intensive products like flour etc.

However, the volume potential of the market will determine our decision, says Samir Behl, CEO, Godrej Pillsbury. The company is also considering third party manufacturers but in order to maintain its international standards of quality, it has not been able to decide on outsourcing, given the poor quality standards prevalent in the food industry in the country.

The Pillsbury Company, produces a range of grocery items, frozen food, and refrigerated dough products for the international markets.

The companys portfolio of brands includes Pillsbury, Green Giant, Old El Paso, Progresso, Hungry Jack, Martha White, Downyflake, Totinos, Haagen-Dazs, and others.