(1888PressRelease)
October 08, 2009 - Hyderabad - Galla Foods has entered the popular fruit drinks segment with the launch of Galla Fruit Drinks in two flavours – Classical Mango and an exotic blend of Apple-Litchi, targeting young consumers in SEC A & B markets who prefer their juices on-the-go but are unwilling to compromise on the taste and health parameters. The Galla Fruit Drinks would be available both in traditional kirana stores and MTO’s across AP.
Targets 10% market share in 5 years Signature mango drink and an exotic apple-litchi drink are the first two variants First ever 275 ml pack in the category set to give that little bit extra Signature mango nectar, Galla Thick Mango (first product from Galla Foods) leads the category in served markets across South India .
The category-first 275 ml pet bottle with the distinctive wide mouth and grip-handy neck brings alive the loooong chilled drink experience straight from the bottle. The 275 ml. mango pack retails at Rs.12/- and the 550 ml. at Rs.22/-, while the apple-litchi is priced at Rs.13/-- and Rs.24/- respectively.
Branded fruit juices consumed primarily as thirst quenchers with fruit pulp content up to 21% are classified as fruit drinks and constitute the most popular segment in India accounting for nearly 76% in the overall market. The South Indian fruit juices market is estimated at 92 million litres with 98% contributed by fruit drinks.
Announcing the launch at the Media Preview today in Hyderabad, Mr. Jay Galla, Managing Director said, “Galla Thick Mango has already secured the top position among mango nectars in the key cities of AP. As the state consumes the largest volume of thirst quencher drinks in the South we believe our fruit drink will also do very well. Our biggest strength is our ability to source the best right from the farmer and bring it to the consumer’s table. Beginning with the selection of fruits to the final product in the bottle, every single step goes through the rigorous Galla Foods quality control. This ensures Galla fruit drinks are the best and the freshest in the market.”
“The consumers so far had to settle for the smaller size tetra-pack, glass bottle or an occasional pet bottle to quench their thirst while at home or on the move. We are offering them a tasty thirst quencher in a very trendy pack at a very attractive price. The unique long neck-wide mouth bottle with 275 ml drink will give the consumer the true long fruit drink experience. Our target is to reach 10% market share in the fruit based beverage category within 5 years. We are planning more new launches shortly,” he added .
Set up in 2005, Galla Foods is a premier exporter of fruit concentrates and pulp to top institutional buyers in Europe, Japan and the USA. Last year, the company entered the domestic market with the launch of the thickest mango nectar in India – the Galla Thick Mango. Recently mango blends were added to the portfolio.
Media Contact:
Hyderabad
Rucha Sane / Mohd. Ghouse
Ogilvy Public Relations Worldwide, Hyderabad
Tel: 9703046888 / 9963527866
Email: ruche.sane ( @ ) ogilvy dot com/ ghouse dot ogilvypr ( @ ) gmail dot com
About Galla Foods
Galla Foods Private Ltd., Chittoor, India, a member of the Amara Raja Group, is a premier exporter of the finest tropical purees and concentrates. The Galla Foods’ offerings are fast becoming a favourite among the most discerning customers in Japan, Europe and the Middle East.
The Amara Raja Group is renowned for its automotive battery brand Amaron, , the brand with the highest customer recall in automotive batteries from the flagship company Amara Raja Batteries Ltd, which established new benchmarks in terms of technology and customer service.
With a customer-first business philosophy, Galla Foods offers premium world-class products including Aseptic Puree and Concentrate of Alphonso & Totapuri Mango, White & Pink Guava and Red & Yellow papaya, with a promise to exceed customer expectations on quality, taste, hygiene, cost, delivery and service.
With a capacity to process, 20 MT / hour, the pulp plant facility is backed by the best technology and equipment including a fruit processing aseptic plant from SIG-Manzini of Italy. The totally hands free processing and fully secure packaging in Goglio bags, stuffed in M.S. Drums ensures the product comes to the consumer’s dining table, fresh and safe right from the plant.
The products also carry the reassurance of global certifications including HACCP by TUV, Germany, ISO 9001:2000 by TUV, Germany, KOSHER by Star-K, USA, Sure Global Fair (SGF) and Halal.
The total investment in the facility till December 2007 has been around Rs. 50 crore. Based on a sustainable development model, Galla Foods’ business process involves the farming community not just as vendors but as an integral part of Galla Foods. GFPL believes in empowering farmers by providing technical assistance from research institutes in the food industry to achieve better quality and higher yields by sharing knowledge on pre & post harvesting practices.
Further to educating farmers with latest horticultural techniques, Galla Foods is encouraging farmers to mobilize the fruits directly to the factory. This helps in minimizing fruit handling damages and attaining high value realizations.
Do visit our web site at http://www.gallafoods.com for more details on product specifications and a short virtual tour of the facility.
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