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Ahmedabad-based Zydus Wellness has roped in celebrity chef Sanjeev Kapoor to spice up its brand name. The brand ambassador will go beyond appearing at promotions, featuring on product packs and in television commercials — there will be unique recipes made of Zydus’s products as ingredients.
Kapoor will endorse sweetener Sugar Free and Nutralite, which the company claims is a healthy alternative to butter, said a press statement. Kapoor said, “My association with Sugar Free is long-standing and I’ve seen the brand grow. I’m excited about Nutralite since it operates in a category that is close to my heart.”
He shot to fame through his TV show Khana Khazhana and runs The Yellow Chilli chain of restaurants across the country to popularise Indian cuisine.
He has also launched a range of ready-to-cook recipes, blended spices, and pickles. According to a study by AC Neilsen, Sugar Free held a 90 per cent market share in the low-calorie sugar substitute category during 2012-13.
Zydus, which is a subsidiary of pharma company Zydus Cadila, expects the brand, along with other labels such as Nutralite, Everyuth and Actilife, driving growth this fiscal.
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