Frooti
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Frooti, or Mango Frooti, as it is popularly called, is the largest selling mango drink in India. It is the flagship product of and the most successful drink offered by [[Parle Agro|Parle Agro India Pvt. Ltd.]]. Frooti was launched in 1985 in TetraPak packages. It is also now available in PET bottles and triangular shaped packs. Frooti is exported to the U.S.A., Canada, U.K., U.A.E., Saudi Arabia, Malaysia, Maldives, Singapore, Thailand, New Zealand, Australia, Mozambique, Congo, Ghana, Malawi, Zambia, Nigeria, Tanzania, etc.
| Mango Frooti | |
| Company | Parle Agro Pvt. Ltd. |
|---|---|
| Founded | 1985 |
| Address | Off W.E. Highway, Andheri East, Mumbai, India |
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[edit] Ingredients
The drink contains mango pulp, water, sugar, citric acid, ascorbic acid, and approved colouring and flavouring.
[edit] History
Frooti was launched in a green rectangular TetraPak as a ready-to-serve mango drink. Although, it wasn’t the first mango drink, Frooti quickly acquired a large market share. The packaging played a major role behind its success, since it could be carried easily and conveniently. Frooti also provided a refreshing mango taste that translated into a huge demand for itself. The tagline “Mango Frooti, Fresh and Juicy”, helped the brand strengthen and consolidate its position as the leader.
[edit] Brand Communication
Over the years the brand has experienced a series of repositioning. From the original tagline “Mango Frooti, Fresh and Juicy” to “Juice Up your Life”. Eventually, the original tagline- “Mango Frooti, Fresh and Juicy” was reinstalled. The present ad campaigns focus on reaffirming Frooti’s leading position across India in a confident manner. The new Frooti ad talks about a cool person called 'Digen Verma'.At present froti brand is concentrating on youth generation.frooti was considered to be a kids beverage,but now focus is to capture youth of india.trendy ads are featured in electronic media to catch the attention of indian youth.
[edit] Packaging
To ensure convenience, Frooti is offered in size variants: 1 litre, 250ml and 200ml TetraPaks. A consumer study revealed that the consumers needed a recap bottle that didn’t exist in the mango drink segment. Parle Agro considered the consumer requirement strongly and launched Frooti in a new hygienic hotfill PET bottle, making it the first mango drink to be offered in the PET bottles.
