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— Paul Noronha

Ms Nadia Chauhan, Director, Parle Agro, at the launch in Mumbai on Thursday.

Our Bureau

Mumbai, Oct. 16 The Rs 950-crore Parle Agro is entering the pure juice category with a new brand — Saint Juice.

Targeting the upwardly, slightly older, health conscious urban consumer, the beverage major, with brands such as Frooti and Appy, would be adding Saint Juice as the third brand to the beverage portfolio.

At a press conference, Ms Nadia Chauhan, Director, Parle Agro, said, “We wish to have a market leadership position in the Rs 150-crore fruit juice category, which is growing at 35 per cent.”

Currently, there are brands such as Pepsico’s Tropicana and Dabur’s Real fruit juice brands in the market.

Added Ms Chauhan, “Currently, there are few brands focusing on the 100 per cent juice segment. The concentrate of Saint Juice is made from chosen fruits imported from the finest orchards in the world.” The Saint Juice brand would have orange, grape and mixed fruit variants.

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