Monday, February 13, 2017

Alpenliebe Juzt Jelly: Fun with Jelly Bottles

Perfetti Van Melle India over the years have cemented its place in the confectionary market in India. According to a Euromonitor study, Alpenliebe was the most preferred by adults and children, and accounted for a significant value share. The company is illustrious in its innovations in products as well as communication.

Jelly is always a nostalgic category for consumers. Even though Jelly based confectionaries were common in unorganised market it enticed consumer attention after the launch of Boomer Jelly in 2012. Various others chewing gums also started including Jelly as an ingredient. But Perfetti was a category creator. They created Jelly as a category by launching Juzt Jelly in 2012. They still remain on top with around 50% market share in the category. As a Sub brand, Juzt Jelly easily jells with the proposition of Alpenliebe i.e. ‘irresistible’. 

They brand further got extended to Juzt Jelly Fruity Bears which was an innovation of its kind. The prices were fixed at Rs. 10 and Rs. 15, through which the company elevated the jelly category to higher price points. 

Very recently Perfetti launched “Jelly bottles” in cola and mango flavours for its Juzt Jelly brand. Unlike other variants the company claim that they are made of 25% fruit pulp. The new Jelly bottles are attractive double coloured jellies, offering a delicious fruity treat in snacking bags. Pricing is the same as Jelly Bears. 

The recently launched TVC (New TVC) affirms the irresistible proposition of the Alpenliebe brand. Even though they are the undisputed leaders, Perfetti has democratised the Jelly category. Due to this a flurry of jelly products are now available in the market apart from ITC Candyman Jellicious. So sustaining the market share will be a challenge for Perfetti in the long run.

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