Indian spirits company Allied Blenders and Distillers has forayed into the ready to eat snacks market with the launch of its Officer’s Choice brand.
The range is an extension of the existing whisky brand and features three variants of crisps, moong daal and masala peanuts.
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Deepak Roy, executive vice chairman and CEO, ABD said: “Our flagship brand, Officer’s Choice is the market leader in the regular whisky segment and we have leveraged the brand through line extensions like Officer’s Choice Blue Whisky and Officer’s Choice Black Whisky. We are now moving into the zone of brand extensions with this foray into ready to eat snacks. The brand Officer’s Choice is very salient amongst the target group and we intend to strengthen the brand even more going forward.”
The snack range will be carried through grocery and modern trade stores at INR5 each. At present, the snack range is available in around 15,000 outlets across Western Maharashtra in places like Pune, PCMC, Nashik, Solapur, Kolhapur etc. The company plans to expand the distribution to Rest of Maharashtra, Andhra Pradesh, Karnataka, Gujarat, Madhya Pradesh, Haryana, Punjab, West Bengal and North East markets by the end of the year.
“Going forward, I believe this will be a substantial revenue stream for us and will also help strengthen the overall franchise and equity of the brand,” added Roy.
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