India's Parle Products enters pulses category - Just Food
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India’s Parle Products enters pulses category

07 Jun 2017

India-based snacks manufacturer Parle Products has entered the pulses category with the launch of Fresh Harvest.

Parle said the new range will comprise Toor, Moong, Urad, Channa and Masoor dals “sourced from the best farms in Maharashtra and Karnataka”.

Fresh Harvest “aims to offer its consumers protein rich pulses that are processed and packed in the most hygienic conditions within a state-of- the-art facility”, the company said.

“With a market value estimated at 27m tonnes per annum, India is the largest producer and consumer of pulses,” Parle said. “Various studies have revealed that India’s projected demand for pulses is set to grow by up to 35m tonnes by 2020. Though demand is huge, 99% of the market is unorganised and adulteration of products is one of the key issues that consumers face.

With Fresh Harvest, the company said it aims to “provide Indian households premium quality pulses that are unadulterated and hygienically packed, assuring consumers about safety and quality of the product”.

Parle category head Mayank Shah said: “Fresh Harvest epitomises quality, hygiene, nutrition and consistency. Through this brand, we want to offer consumers premium pulses that are pure, unadulterated and full of nutrition to make meal-times healthier. Right from sourcing to delivering end quality product to consumers, the involvement of a company like Parle will go a long way in convincing consumers about packaged pulses.”

Parle said Fresh Harvest has been launched across A-class outlets, SSOs and local retail chains across towns in Maharashtra state and will be “launched in phased manner in other parts of India over the next 12 months”.

Last month, Parle announced the creation of a sub-brand, Platina, for its “premium”, modern and more internationally-oriented products.