FMCG major Parle Agro, which makes Frooti and Appy, has entered the growing branded snacks market in India with the launch of `Hippo?.
With this launch, Parle Agro will directly take on Marico Ltd (Zest), ITC Foods, Pepsi Foods and Parle Product (Musst Bites) in the country?s market.
Parle Agro has positioned ?Hippo? as a healthy-baked snack with the goodness of wheat.
On the rationale behind the company?s move, Nadia Chauhan, joint managing director & chief marketing officer, Parle Agro, said, ?The brand launch is in line with Parle Agro?s approach of pioneering growth of new categories that have never been seen or experienced before. Hippo aims to bridge the gap in the branded snacks market, which is valued at over Rs 6,500 crore.?
Incidentally, Parle Agro?s R&D team tried over 50 flavours before zeroing in on the final five that will be introduced in the market.
The new brand is being manufactured at Parle Agro?s plant at Vatwa in Gujarat. The company also plans to pump in funds to increase its manufacturing capacity, distribution network and market infrastructure.
?Hippo will be distributed throughout the company?s existing distribution network for confectionery, which was created keeping in mind the entry into the snack category. The brand is being rolled out from Maharashtra in the western region and will soon be available nationally,? said Chauhan.
Hippo will be available at retail stores, supermarkets, modern trade and institutional outlets. To announce the new roll-out, the company is launching a media campaign to augment visibility for the product and will include a mix mass media and below-the-line activities.
?Since Hippo is initially being launched regionally, the focus on below-the -line activities will be higher and other activities will start by August. Promotional activities at the consumer level, outdoors and sampling activities for the brand will start by the end of June,? added Chauhan.
