Center fruit forays into chewy candy segment with Soft Chews

Center fruit from Perfetti Van Melle India’s (PVMI) has entered the chewy candy segment with the introduction of Center fruit Soft Chews. This marks the brand’s first foray outside gum offerings since its launch in 2006.

Crunchy on the outside, soft and chewy on the inside, Center fruit Soft Chews is available in an assorted pack of five fruity flavours priced at Rs 10 for Traditional Trade. In Modern Trade, the offering is available in a pocket-friendly bottle at Rs 50 and a consumer-friendly re-sealable bag at Rs 75.

The flavours have been curated keeping the Indian taste palate and preferences in mind— orange, strawberry, watermelon, lemon and black currant. Real fruit juices have been added to the composition to enhance the ‘fruitiness’ of the product.

Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India, said, “At PVMI, we are always on the lookout to innovate and look for new ways to meet consumer needs. The fruit candy segment offers significant potential for us to participate and grow especially at higher price points, which is of strategic importance to us. The launch of Center fruit Soft Chews is a step in that direction, and we are sure that consumers will like our product.”

Rohit Kapoor, Director Marketing, Perfetti Van Melle India, said, "We are thrilled to introduce Soft Chews under the Center fruit brand umbrella. Center fruit is our flagship gum brand and has been a growth-driver for us since its launch. It’s strongly associated with fruit flavours. The brand’s strength lies in its national character as it does equally well in both urban and rural markets and across regions. Considering the fruity nature of the new offering and the consumer need it services, brand Center fruit was a natural and strong choice. We are excited about the communication we have put together for this introduction on brand’s identified demand space and looking forward to a great response from our consumers as well.”

The launch is being supported with 360-degree campaign that captures the essence of the brand’s ‘mood uplift’ positioning and drives home the fruit flavours that the product offers. With the growing importance of digital medium and influencers, the marketing campaign started with the digital-first approach involving unboxing of the new offering by key influencers on their social media platform. This is being followed with communication support on TV, cinema and outdoors in select cities.

Anurag Agnihotri, Executive Creative Director, Ogilvy India, added, "Center fruit's launch of its multi-flavoured soft chewy candy had to be about its fruity flavours and mood uplift. Here, the magic in the film is the product itself; its ability to take monotony away from a chore like grocery shopping. And that's exactly what the film does."

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