In a bid to strengthen its edible oil portfolio, Cargill Foods India is revamping its Nature Fresh Acti-Lite range by positioning it as “low-fat cooking oil” at “affordable” prices.

To begin with, the company also has launched an advertisement campaign to promote the products on digital media to woo tech-savvy consumers.

The campaign is expected to hit televisions by mid-July.

The range includes sunflower and soyabean oil variants.

Neelima Burra, Chief Marketing Officer, Cargill Foods India, said the refreshed brand aims to target the fast growing segment of cosmopolitan and health-conscious families.

“We are trying to create a new category with the “low-fat cooking oil”. Our research has shown that eating low-fat food is an unmet need with modern families which want to opt for healthier lifestyles and food choices,” she said.

She added that the company is focusing on offering its products at affordable prices.

Brand Nature Fresh will continue to derive its equity from its stronghold markets. Burra said the company will look at strengthening its distribution network in key markets in the Northern region as well as in Maharashtra.

The key focus areas will be metros, such as Delhi and Mumbai, besides the Hindi-speaking belt, including Uttar Pradesh and Bihar. “We plan to strengthen our distribution by nearly doubling our reach with the revamped edible oil range.

“We are also planning aggressive growth in terms of market share in the first year of the launch itself,” she said.

The company aims to widen the reach of its products covering 25-30 per cent of the overall outlets for edible oil in these markets.

The edible oil industry is trying to switch to ‘healthier’ products.

However, the contribution of such premium-priced oil variants to the overall organised edible oil market still remains small, which is why Cargill Foods believes that by offering lower price points, its product low-fat cooking oil will appeal to the masses.

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