The wholly owned subsidiary of Italian confectionery giant Perfetti, Perfetti India Ltd, has revealed plans to launch a third variant of its six-year-old flagship brand, Alpenliebe.
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Company sources have revealed that Alpenliebe Cream Strawberry will roll out across most markets shortly, priced at 50 paise. Multi-pack sizes will be available in due course.
Perfetti India explained that Alpenliebe, which virtually established the Indian hard-boiled candy segment, is its biggest selling brand, accounting for nearly 33% of its sales turnover.
In November 2001, the company introduced a milk chocolate variant in a bid to gain a foothold in the lucrative chocolate confectionery segment.
McCann Erickson is to produce the advertising for the new product.
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By GlobalData
