- Frooti
Frooti, or Mango Frooti, as it is popularly called, is the largest-selling
mango drink inIndia . It is theflagship product of and the most successful drink offered by Parle Agro India Pvt. Ltd. Frooti was launched in1985 inTetraPak packages. It is also now available in PET bottles and triangular shaped packs. Frooti is exported to theU.S.A .,Canada ,U.K. ,U.A.E. ,Saudi Arabia ,Malaysia ,Maldives ,Singapore ,Thailand ,New Zealand ,Australia ,Mozambique ,Congo ,Ghana ,Malawi ,Zambia ,Nigeria ,Tanzania , etc.Mango Frooti Company Parle Agro Pvt. Ltd. Founded 1985 Address Off W.E. Highway, Andheri East,Mumbai , IndiaIngredients
The drink contains mango pulp,
water ,sugar ,citric acid ,ascorbic acid , and approved colouring and flavouring.History
Frooti was launched in a green rectangular TetraPak as a ready-to-serve mango drink. Although it wasn’t the first mango drink, Frooti quickly acquired a large market share. The packaging played a major role behind its success, since it could be carried easily and conveniently. Frooti also provided a refreshing mango taste that translated into a huge demand for itself. The tagline “Mango Frooti, Fresh and Juicy”, helped the brand strengthen and consolidate its position as the leader.
Brand Communication
Over the years the brand has experienced a series of repositioning. From the original tagline “Mango Frooti, Fresh and Juicy” to “Juice Up your Life”. Eventually, the original tagline- “Mango Frooti, Fresh and Juicy” was reinstalled. The present ad campaigns focus on reaffirming Frooti’s leading position across India in a confident manner.
Packaging
To ensure convenience, Frooti is offered in size variants: 1
litre , 250ml and 200ml TetraPaks. A consumer study revealed that the consumers needed a recap bottle that didn’t exist in the mango drink segment. Parle Agro considered the consumer requirement strongly and launched Frooti in a new hygienic hotfill PET bottle, making it the first mango drink to be offered in the PET bottles.References
* [http://www.tetrapak.com/index.asp?navid=119&show=40/ Tetra Pak case study]External links
* [http://www.parleagro.com Official Site]
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