India: Parle Agro revamps Frooti juice drink brand

India’s 30 year old mango drink brand Frooti has undergone a major revamp, according to articles in FnB News and the Economic Times.

The ready to consume mango drink brand owned by Parle Agro is being re-launched in time for summer 2015 with a new visual identity, enhanced recipe, bold packaging and new logo design to exhibit the brand as bold, fearless and iconic.

Through this move, Frooti is set to also enter the RBG (returnable glass bottles) segment, competing with Mazza from Coca Cola. The Economic Times states that Mazza enjoys significant brand equity and a share of 40% of the mango drinks market, followed by Slice with 20% and Frooti with 15%.  Traditionally perceived as a children’s drink, Frooti is now being revamped in an attempt to establish appeal and credibility among young adults, according to reports.

Speaking on the relaunch, Nadia Chauhan, JMD & CMO at Parle Agro, said: “Since the brand has been an integral part of everyone's growing up years, it was important to shed the traditional Frooti image and give it a bold and contemporary look to make it relatable to the youth of today and tomorrow. It is really encouraging to see market’s response to the brand’s new visual identity, as also evident from its positive sales impact. We are extremely confident of achieving our brand and business objectives through this strategic move”.

Source: FnB News / Economic Times