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.