Perfetti Van Melle, a confectionary brand has launched “Jelly Bottles” in cola and Mango flavours for its brand, Alpenliebe Juzt Jelly. The USP of this bottle is that they are made of 25% of the fruit.
Associate Category Director, Mandar Keskar says that PVMI is the 1st company to bring jellies in bear and bottle shapes to the Indian market.
Products like these add a new dimension to the jellies category and help in the expansion of the market. The main challenge of the campaign was to make the shape of the bottle the prime reason of focus.
This innovation is fun and is cutting across all barriers. The management expects the kids to love this new concept, which is competitively priced at Rs5 and Rs10. The launch of this product will be aided by digital promotions, television commercials, and on-field force.