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Stretch Your Imagination with Laban – Fruit Flavored Chews

MediaInfoline November 9, 2017
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MTR Foods Pvt. Ltd., a subsidiary of Orkla ASA, Norway, has introduced a new brand in the Indian confectionary market – Laban, a delicious, stretchy, unique human-shaped candy that brings out the inner child in you. Adapted from MTR’s parent company Orkla – Laban is Norway’s largest selling Candy and has been localized by MTR for the Indian consumer with popular Indian flavors like Green Mango, Strawberry, Mango and Orange.

Laban has a uniquely differentiated proposition from any other confectionary in the industry – its stretchy property, human shape, popular Indian flavors encourages creativity and playfulness among consumers across all ages. Laban is fun to eat, giving you a ‘license to play’ and promises to be a tasty treat for all ages. Owing to the Indian audience’s discerning tastes, the candy has been localized for the Indian market by conducting extensive consumer studies to zero in on popular Indian flavors and by making it 100% vegetarian.

On the occasion of the launch, Sunay Bhasin, CMO, MTR Foods Pvt. Ltd. said, “Laban gives our consumers the opportunity to unleash their creativity and stretch their imagination. With its delicious and popular Indian flavours and unique human – shape, this brand is sure to be a hit with people from all ages.”

Laban will be available at Rs.10 for a 26-gm pack and Rs.30 for a 65-gm pack across all markets and outlets.

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