Frooti

Frooti, or Mango Frooti, as it is popularly called, is the largest-selling mango drink in India. It is the flagship product of and the most successful drink offered by Parle Agro India Pvt. Ltd. Frooti was launched in 1985 in TetraPak packages. It is also now available in PET bottles and triangular shaped packs. Frooti is exported to the U.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, India

Ingredients

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]