Marico to foray into organic food space with Coco Soul

In a bid to strengthen its premium product portfolio, leading FMCG company Marico Ltd is launching a new brand, Coco Soul.

Under Coco Soul, which marks Marico’s foray into the organic food space, the company will launch a range of organic, cold-pressed virgin coconut edible oils and a range of healthy coconut-based food products.

Product variants

Sanjay Mishra, Chief Operating Officer--India Sales & Business Head--Bangladesh, Marcio Ltd, told BusinessLine , “We believe this is the right time for us to enter this category, given the enthusiasm the discerning consumers are showing for organic, cold-pressed virgin coconut oils. We will aim to leverage on the strength of our sales and distribution network to make this category even bigger.”

“Besides launching the core product variants, we have also collaborated with chef Kunal Kapoor to launch a curated range of Coco Soul infusions, so that consumers can easily use them as kitchen essentials for salad dressings, cooking or baking,” Mishra added.

The Coco Soul infusions range includes three variants — Chilli Oregano, Curry Coriander and Cinnamon.

Health-conscious segment

The company also wants to solidify its presence in the healthy foods and snacks segment with the launch of coconut spread, coconut chips and coconut sugar.

“At Marico, we understand the needs of the fast evolving Indian consumers and we are broadening our portfolio to cater to the needs of the health-conscious consumers,” he said .

Distribution strategy

Coco Soul will initially be made available at the modern trade stores and e-commerce channels.

Talking about the distribution strategy, Mishra said, “We will initially focus on a few key markets such as the southern region besides the top metros for the new brand. Based on consumers’ response, we will gradually expand the presence of this brand to other markets and general trade stores.”

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