Parle Frooti for ‘on-the-go drinkers’

Retail audit – new caps and closures


Frooti was originally launched in a green rectangular Tetra Pak as a ready-to serve mango drink in 1985. Although it wasn’t the first mango drink, Frooti quickly acquired a large market share and even became a generic description for juice drinks. The packaging played a major role behind its success, since it could be carried easily and conveniently — its portability allowing it to be served on trains and planes. As the brand grew, the Frooti Tetra Paks became available in sizes from 160 ml to 250 ml. Subsequently, PET bottles were introduced and are currently available in sizes from 600 ml to 2 litres. Over the years, the prices have ranged from an affordable `2.50 to `90, although currently in the major cities, the price range is from `10 to `90.

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Parle Agro launched Frooti in 250 ml Tetra Brik Aseptic Edge paper-based cartons with a plastic screw cap called ‘bottle packs for on-the-go drinkers

In the last quarter of 2013, Parle Agro launched Frooti(and its cousin Appy)in250ml Tetra Brik Aseptic Edge paper-based cartons with a plastic screw cap. Called ‘bottle packs,’ the new cartons are said to offer the functionality of a re-closable bottle and the benefits of carton packaging. The bottle pack’s ‘gulp-from’ or‘pour-from’ experience along with a fully resealable screw cap makes it a hassle-free, comfortable consumer option. The 250 ml Frooti and Appy bottle packs, targeting on-the-go drinkers, is priced at `15. Initially launched in Delhi, Haryana, Punjab, Rajasthan, and Jammu and Kashmir, Parle plans to extend the production and distribution to the rest of the country. One can expect a host of packaging innovations stemming from the new types of caps and closures that are becoming available.

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