Alpenliebe forays into fruity candy category with Alpenliebe JuiCyfills

Alpenliebe JuiCyfills

Alpenliebe JuiCyfills variants will be available in neighbourhood stores at Re 1 and Rs 50 assorted packs in select modern trade stores.

Confectionery brand Alpenliebe has recently announced its extension into the fruit candy segment with the launch of Alpenliebe JuiCyfills. Developed with state-of-the-art technology, the candy contains fruit juice content & Vitamin C and promises a “juicy-filled” experience to the consumer. Packed in attractive colours of yellow and orange the candies are available in Mango and Orange flavours respectively.

The candy would be available in neighbourhood stores across the country and is priced at Re 1. In addition to the one-rupee pack, the product would be available in assorted packs at Rs. 50/- in select modern trade stores.

Commenting on the new extension, Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India said, “We take immense pride that Alpenliebe has delighted Indian consumers for over 25 years with its innovative offerings and heart-warming campaigns. We believe this offering will continue our mantra of bringing innovative, enjoyable products to the Indian consumer. We are excited to enter into the fruit candy segment that will offer consumers a differentiated juicy experience like never before.”

Also Read: Mondelez India expands Cadbury product portfolio with Chocobakes

The new launch would be supported by a TVC which builds on the brand promise of ‘bringing hearts closer’, but with a splash of ‘Shararat’ (mischief). The TVC showcases a kid who relishes the fruity blast of the new Alpenlibe JuiCyfills and is suddenly hit by an idea to bring his bickering grandparents together. Bolstered with the fruity mischief the kid plays a prank that lands his grandparents in a sweet moment of reconciliation.

Commenting on the new TVC, Rohit Kapoor, Director Marketing, Perfetti Van Melle India said, “The product’s fruitiness lends a sense of mischief, which has been integrated with the brand purpose in the TVC. The launch would be supported with a 360-degree campaign across traditional, digital mediums, sampling and modern trade activation.”

“For creating communication for Juicyfills, we were looking for something that’s consistent with the brand personality but yet unique. And that’s how we landed on ‘shararat ka phal meetha bhi hota hai’. The ad film shows how Alpenliebe Juicyfills sparks an act of mischief that ends up bringing the dada-dadi together,” added Kapil Batra, ECD and Creative Head, McCann – New Delhi.

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