MUMBAI: Perfetti Van Melle India has announced the launch of Center Shock in the Indian market; a sour flavoured gum in line with the growing sour flavours trend worldwide.

Center Shock was launched in 2002, and created an excitement in the gums category with a sour flour and ‘shocking’ consumption experience. The brand created its own set of followers with a differentiated taste profile and entertaining advertising. It was later phased out in line with business plans.

Center Shock will be available at Rs. 2 per gum in an attractive jar for high in shop visibility and will be supported with a campaign on digital media to build awareness.

Perfetti Van Melle India director - marketing Rohit Kapoor says, “Consumers are accepting sour flavours more now, and so we have worked to get to launch Center Shock. It’s a joy to bring back a brand on the basis of consumer demand. We will be supporting the launch on social media exclusively, with the same loved communication (designed by Ogilvy) as before. It will be available as a limited edition.”

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