MUMBAI: Parle Agro, a pioneer in the Indian beverage industry is associated with many firsts that have changed the dynamics of the industry. Known for innovative packaging formats, Parle Agro is all set to raise the bar higher with the launch of its Frooti and Appy beverages in unique Tetra Brik Aseptic 250ml Edge paper-based cartons. Aptly called bottle packs, the cartons offer a perfect blend of the functionality of a bottle and the benefits of carton packaging. This differentiated SKU will revolutionise the way Frooti and Appy are consumed in India.

Joining hands with Tetra Pak, the world leader in food processing and packaging solutions, Parle Agro will be setting new standards globally. The company‘s vision in creating the 250ml ‘bottle pack‘ is to complete its Tetra Pak packaging portfolio so as to provide wholesome beverage offerings at various price points to customers. The bottle pack‘s superior ‘gulp-from‘ or ‘pour-from‘ experience along with a fully re-sealable screwcap makes for a refreshing, hassle-free and convenient consumer option.

Commenting on the launch, Parle Agro joint MD and CMO Nadia Chauhan, said, "We take immense pride in being trendsetters in the beverage industry in India. Today, being the first ones to introduce Frooti and Appy in 250ml bottle packs in the entire world will further strengthen our Tetra Pak leadership in the category."

Tetra Pak south Asia markets MD Kandarp Singh said, "The introduction of the Tetra Brik Aseptic 250ml Edge cartons (bottle pack) in the country marks the growing need for innovative packaging solutions that offer convenience and a superior drinking experience. We are proud to build on our partnership with Parle Agro and are certain that the new packaging format will help strengthen the positioning of their brands."

Parle Agro has been one of the largest customers for Tetra Pak in India since the world leader introduced paper-based aseptic carton packaging in the country and enjoys a market share of 66 per cent in the Still Drinks category in Tetra Pak packaging. Pioneering in the introduction of new packaging formats in the market, Parle Agro had in 2004 adopted the Tetra Classic Aseptic carton for its Frooti brand.

The 250 ml Frooti and Appy ‘bottle packs‘ are primarily targeted towards on-the-go drinkers. The new pack is priced at Rs 15 and will be launched in Delhi, Haryana, Punjab, Rajasthan and Jammu & Kashmir. It will soon be made available pan-India. Consumers will now have the comfort to choose from various paper-based Tetra Pak packaging options at price points such as Rs 5, Rs 10, Rs 12 to Rs 15.