Campaign India Team
Sep 25, 2013

Parle Agro re-enters carbonated drink category with Café Cuba

Marketing spend of Rs 50 crore to back launch

Parle Agro re-enters carbonated drink category with Café Cuba

Parle Agro has re-entered the carbonated soft drinks (CSD) category with the launch of Café Cuba.

With this launch, the company seeks to create a new category ‘Coffee Rush’ within CSDs. The drink has a flavour of roasted coffee beans with carbonated fizz.

The re-entry comes after the company had sold its brands Thums Up, Limca, Gold Spot and Citra about 20 years ago.

On the launch, Prakash Chauhan, chairman and managing director, Parle Agro, said, “We are excited to be creating a completely new category for the CSD segment and are proud to be the leaders when it comes to innovations and trends in this segment. Having been in the industry for nearly 30 years, Parle Agro has always believed in refreshing India with innovative products and refreshing the market with new categories. Throughout our journey, we have catered to the Indian consumer, offering innovative products with our deep rooted understanding of their preferences. The launch of Café Cuba is an extension of this belief. We have spent a great amount of time and effort in creating a product that India truly wants and we feel this is the best time for us to enter the market. Café Cuba is the dream project of Parle Agro and we are thrilled to offer it to our consumers.”

With its re-entry into the carbonated soft drinks segment, the company said it aims to reach a turnover of Rs 5,000 crore from Rs 2,000 crore currently,

The marketing budget for the new drink is set at Rs 50 crore.

Nadia Chauhan, joint managing director and chief marketing officer, Parle Agro, added, “Café Cuba is one of the proudest additions to Parle Agro’s portfolio of distinctive and new-age brands. While we have been the market leaders in the NCSD category for the last 30 years, this launch and our re-entry into the CSD category shall prove to be a new chapter for the company, further building our company portfolio. Large investments have been made for the infrastructure development and marketing spends in the launch of Café Cuba which will lead to the creation of an entirely new category in the beverage segment. This new category will not only strengthen our market share but also increase the carbonated beverage market pie, leading to more flavor options for consumers.”

Café Cuba will be available across India. It is currently available in 250 ml cans priced at Rs 20.

Campaign India