Food & beverages company Parle Agro has launched its sparkling apple juice drink Appy Fizz in returnable glass bottles (RGBs). The new packaging format will be launched in small towns and rural markets. 

With this move, the company aims to further penetrate and expand its footprint in virgin territories and increase the product’s market share.

Nadia Chauhan, Joint Managing Director & CMO, Parle Agro, said: “The launch of Appy Fizz in RGBs is a new avenue for growth. It will drive the penetration of our brand in rural markets and will open up more channels of distribution. This will certainly add numbers in terms of sales volume and will further consolidate our position in the beverage market.”

RGBs contribute over 40 per cent to the total volume in the Rs 15,000-crore Indian beverage market and is an important format in spite of the advent of PET.

The new packs have been launched in Maharashtra, Madhya Pradesh, Chhattisgarh, Bihar and Karnataka so far, and will be introduced in other states in a phased manner.

(This article was published on October 3, 2012)
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