Making RoohAfza ‘cool’ for Gen Y

Meenakshi Verma Ambwani New Delhi | Updated on January 19, 2018

Hamdard Labs, Barista to co-create RoohAfza-infused hot beverages, bakery products

In a bid to promote RoohAfza as a drink for all seasons, Hamdard Laboratories has tied-up with Barista Coffee Company to co-create RoohAfza-infused hot beverages and bakery products.

Under this partnership, Barista has put two cold beverages RoohAfza Shakerato and Masala RoohAfza on its menu at select outlets in the country.

The FMCG company has now expanded the partnership to co-create two new variants of hot beverages — RoohAfza Badam Milk and Rooh Mocha.

Mansoor Ali, Chief Sales and Marketing Officer, Hamdard Laboratories, said: “We want to promote RoohAfza as a drink for all seasons. This strategic partnership is part of our branding exercise to make RoohAfza accessible to young consumers in innovative formats.”

These beverages are available in about 100 Barista outlets, located in regions where RoohAfza has been traditionally popular. The two partners are next looking at creating RoohAfza-infused cakes, muffins, croissants and patisserie products.

“We believe RoohAfza has the potential to be a flavouring ingredient for bakery products. As part of this alliance with Barista, we hope to come up with food products too. These are currently in the product development stage. We hope to attract new customers with these innovations and grow the brand salience among young consumers,” Ali added.

These bakery products are expected to be introduced on the Barista menu over the next three-four months.

In the past two years, the FMCG company has been looking at ways to reinvent their flagship brand RoohAfza.

In 2016, the company had extended the brand to the ready-to-drink format blending it with fruit juices under brand RoohAfza Fusion.

“We are looking at introducing a dairy-based variant under RoohAfza Fusion. Also as of now, RoohAfza Fusion has been available in smaller packs of 200 ml. But this summer season, we could look at launching bigger packs for the brand,” he added.

Published on January 19, 2018

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