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FMCG player Dabur has said it is extending its flagship digestive ‘Hajmola’ brand into the mint candy segment.
The company is entering the mint candy segment with a new offering — Hajmola Mint Masti — which is priced at 50 paise per candy as part of its strategy to expand in the confectionery category.
“It was our strategic decision to enter the category with a product offering a definitive USP of both fresh breath & digestion,” the Dabur India DGM (Marketing), Mr Digestives Rajeev John, said in a statement today.
The mint candy segment, including boiled mint candies, medicated mints like lozenges and mint rolls, is currently valued at around Rs 720 crore, he added.
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