Alpenliebe Juzt Jelly, category leader in Jelly segment, has rolled out an exciting innovation to delight the Indian consumers –unique ‘Bear’ shape Jelly with 25% fruit pulp. Added with sugar sanding on top, the product has differentiated mouthfeel making it even more appetizing for the consumer.
Alpenliebe Juzt Jelly entered into jellies segment in 2012. At that time, the category was at a nascent stage with estimated sales of Rs. 50CR. The brand did the job of category creation in last 3 years and in the process became one of the fastest growing brands in confectionery segment. Category is now Rs. 400CR in value sales & Alpenliebe Juzt Jelly is leader with dominant share of close to 50%.
As a category leader, brand defines aggressive category expansion as the key task for 2016, which will bring new consumers into the category. This is where new Alpenliebe Juzt Jelly Fruity Bears comes into play. This product offers truly distinct experience to consumers. And as a result Fruity Bears will also have potential to appropriate newer consumption occasions. Also at Rs.10 & 25 price points, this format serves the task of expanding jelly category into higher price points (currently category derives majority sales from Re. 1 price point).
Commenting on launch, Mandar Keskar, Category Head, Perfetti Van Melle India said “We are happy to bring in truly distinct experience to our consumers. Endeavor is to make the proposition playful and it reflects in all aspects including packaging & the communication developed to support the launch.”
On communication development, Kapil Batra, ECD, Mccann India mentioned “Brief was to bring bears alive and I think we have delivered well on it. These characters are very adorable and we hope consumers love them just like we do.”
Launch will be supported by TV, digital, modern trade & on ground activations.
Credits
Client
Rohit Kapoor (Director – Marketing), Mandar Keskar (category head), Ritesh Sud (Group Product Manager), Karan Buddhiraja (Product Manager)
Agency
Creative Team:
Prasoon Joshi (Chairman Asia Pacific, CEO & Chief Creative Officer, India), Kapil Batra (Executive Creative Director), Ashish Nath (Creative Team Leader)
Account Management:
Nutan Sooda (General Manager), Ashlesha Shukla (Sr. Brand leader), Sumanka (Project Manager)
