Campaign India Team
Jun 25, 2009

Parle Agro launches snack food brand, Hippo

Following the recent launches of LMN and Grappo Fizz, Parle Agro has extended its presence into the snack food category, by the launch of a new baked wheat snack brand 'Hippo'.

Parle Agro launches snack food brand, Hippo

Following the recent launches of LMN and Grappo Fizz, Parle Agro has extended its presence into the snack food category, by the launch of a new baked wheat snack brand 'Hippo'.

Commenting about the new product, Nadia Chauhan, joint managing director and CMO, Parle Agro said, "We entered the foods segment in 2007 with confectionery. With Hippo, our aim is to diversify further by adding snacks to our portfolio. This is a significant step for us as we move closer towards being a complete foods and beverages player. Hippo serves as the perfect companion to any snacking occasion."

The snack brand has been launched in the western region starting with Maharashtra and will soon be rolled out nationally. It has been launched under five flavours, Pizza, Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chilli and Yoghurt Mint Chutney. Each variant will be priced between Rs. 5 and Rs. 10, initially.

The media campaign to support the launch of Hippo will include a mix of ATL and BTL activities. Since it is is initially being launched regionally, the focus on BTL activities will be higher and ATL activities will take off by August. Promotional activities at the consumer level, outdoors and sampling activities for the brand will start by end of June.

 

 

Source:
Campaign India

Related Articles

Just Published

Premium
Concept Group acquires majority stake in Lastmile Solutions
Premium
28 minutes ago

Concept Group acquires majority stake in Lastmile ...

The investment comes through a combination of fresh issue of equity and infusion of debt

Premium
Old Spice Guy returns with next-gen son in 10th anniversary campaign
Premium
3 hours ago

Old Spice Guy returns with next-gen son in 10th ...

This iconic campaign revitalises an aging brand and helps pioneer viral advertising add-ons.

Premium
Publicis India bags Emami Navratna's creative mandate
Premium
3 hours ago

Publicis India bags Emami Navratna's creative mandate

Account won post a multi-agency pitch

Premium
'The verification process gives agencies a much greater opportunity to be strategic': Stephen Dolan, IAS
Premium
18 hours ago

'The verification process gives agencies a much ...

Stephen Dolan, managing director - Apac, Integral Ad Science, discusses the importance of ad verification