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Frooti beats PepsiCo''s Slice after a decade

Parle Agro’s Frooti wins back number 2 position outselling PepsiCo’s Slice after a decade


India: Frooti, a product of Parle Agro beats its multinational rival PepsiCo’s Slice and emerged as country’s second most popular brand. The number one position is captured by Coca Cola’s Mazaa with a market share of 48%. Frooti had a share of 25.6% against Slice which had a share 23.4% in India's Rs 6,300-crore mango drink category.

Two years ago, Parle roped in actor Shah Rukh Khan, first celebrity ambassador ever to endorse Frooti and as a part of strategy focused on PET bottles (bottles made of polyethylene terephthalate) to woo both children and adults. The strategy was designed to strike a balance to retain kids as a large consumer base on the other hand appealing old customers to increase the market share.

Parle introduced the tetra-pack in India around three decades ago but the introduction of PET bottles was a strategy to convert adult customer base who prefer PET bottles against tetra-pack. Though the spokesperson for PepsiCo India said that the position of Tropicana Slice is unchanged and they are delighted with the strong growth and its position in the mango based drinks category. 

The sale of Frooti grew by 12% from last year and Frooti is considered as popular mango drink in the country. Over the year’s cola giants were more popular in India but due to new positioning, campaigns and focus on PET bottles has expanded the customers base of Frooti over Slice.

According to TechSci Research, competition is getting tougher and companies are innovating within the mango drink category to capture most of the market share as Coca Cola wants Mazaa to capture most of the market share and Coca Cola aims at turning Mazaa first billion-dollar juice brand in India. 

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