Parle enters dairy segment with ‘N-joy’

Lalitha Srinivasan

Mumbai, April 16: PARLE Agro Ltd entered the dairy segment by launching a natural fruit and milk drink under the brand name “N-joy” on Monday.

The company plans to roll out its first-ever dairy product in major metros namely Chennai, Pune and Mumbai, to start with. Priced at Rs 15 for a 250 ml carton packed, N-joy is positioned as a 100 per cent real mango and milk drink in the premium category, informed Parle Agro chairman & managing director Prakash Chauhan.

“With the launch of N-joy, we have created a whole new category in the market place. Our new drink contains real alphonso mangos and dairy fresh milk. There’s no artificial flavour or colour like other dairy drinks. That’s our USP,” he said.

With the tagline “deliciously different”, Parle’s new launch will compete with other major players which include Nestle, Britannia (Milk Man) and Energy, among others. The company will be completing the national roll out by May 15 this year. N-joy will be available across Parle Agro’s five lakh retail outlets across cities. The initial launch of N-joy will be supported by POP material followed by a media blitzkrieg. After the national roll out, the company plans to introduce other variants, which include real strawberry, peach and pineapple in the next few months. According to Mr Chauhan, the new product is targeted at the discerning consumer who wants a health drink which has real fruit and milk.

To announce the company’s foray into the dairy segment, Parle Agro plans to launch an aggressive multi-media campaigns within a month. Created by Everest Communications, the media blitz will highlight the real natural contents of the drink in its communications.

The company has earmarked an ad budget of Rs 4 crore to promote the new launch in the next few months. Mr Chauhan said the company will be launching the yoghurt variant of N-joy very soon.

The company claims that its for the first time an Indian company is offering a dairy product which has real fruit and milk. Prior to the launch of its new dairy drink, Parle Agro has carried out a nationwide research to know the reaction of people to its new launch. “The results showed 95 per cent purchase intent for our new product. After the launch of 250 ml we will roll out other pack sizes and bottles under N-joy. For working adults, our new launch is an ideal health drink,” added Mr Chauhan.

Parle Agro is a leader in the carton packed fruit drinks market with its leading brand “Frooti”. The company also manufactures Bailley mineral water which is an established player in the western region. The company recently relaunched Frooti with the much touted Digen Verma ad campaign.