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Purvita Chatterjee

To target calorie-conscious with sugar-free mint

Mumbai , Sept. 15

Targeting adults with its mint offering, Parle Products has entered the sugar-free segment in confectionery with a new brand - Xhale.

The biscuit major is strengthening its presence in the confectionery segment by targeting health-conscious adults with its latest offering.

Speaking to Business Line , Mr Shalin Desai, Senior Brand Manager, Parle Products, said, "Through Xhale, we are entering a brand new segment within confectionery which is already quite fragmented. However, the sugar-free category is in its initial stages and we are keen to grow it in India." Currently, this segment is dominated by MNC brands belonging to Perfetti (Happy Dent) and Wrigley (Orbit), but in the chewing gum format. Parle Products has decided to differentiate itself in the category by introducing its brand in pellet form.

Pegged at Rs 15 for 50 `strong adult mints', Parle's Xhale is being promoted as a sugar-free mint which helps prevent tooth decay. The product contains artificial sweeteners. It is meant for the calorie-conscious and is positioned as `strong adult mints', and not meant for children.

"Sugar-free is a new segment for us and if the response is good we might look at extending it to more formats," added Mr Desai. In confectionery, the company so far targeted kids with its brands such as Melody (eclair), Poppins (hard-boiled candy) and Kismi (toffee).

More brands

The Rs 250-crore mint segment within confectionery continues to have a plethora of brands. In the distant past, Parle entered and exited the mint segment with its own brand (Parle Mints). "Today we want to capitalise on the brand's equity," said Mr Desai. Targeting the metros, Xhale would be distributed through Parle's network comprising 1,500 distributors reaching 10 lakh outlets.

Triton in Mumbai is handling the advertising account for the brand.

According to Mr Samarjeet Shimpi, Associate Vice-President, Brand Services, Triton, "Since Xhale as a brand would compete in the mint segment, we would differentiate the brand on its sugar-free offering.''

In the campaign planned, Xhale is expected to give consumers a new reason to try the mint segment based on its sugar-free proposition.

"We expect to grow the mint segment by giving consumers a new reason to try the same segment which is already cluttered," added Mr Shimpi.

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