Parle Agro launched B-FIZZ, malt-based carbonated drink in just Rs. 10 pack .

Parle Agro, introduced in India in 2005 by launching Appy Fizz, consists of carbonated apple juice and can be used as the basis for cocktails. It does not contain alcohol. After the success of Appy, Parle expanded its products sequel as Grappo Fizz (in 2009) which is a carbonated grape juice and the mango flavoured Frooti Fizz (2017) respectively.

Recently, this beverage company has just launched B Fizz, a malt-based carbonated soft drink. The brand has linked with actress Priyanka Chopra Jonas as the national brand ambassador and Jr. NTR as the brand ambassador for southern India.

Appy Fizz came about in 2005, and currently holds over 90% market share in the fruit plus fizz category. Like Appy Fizz, Parle Agro expects B-Fizz’s acceptance in both the urban and rural markets.

This has traditionally helped alcohol-beverages brands tap consumers and revenue streams beyond regular alcohol. While space has older names like Bavaria 0.0%, it also has young players like Colberg. Among the latest entrants is Barbican from Coca-Cola. Barbican offers fruit plus malt flavours.

According to reports, India’s demand for non-alcoholic beers is rising well and particularly appealing to the youth. Parle Agro release that B-Fizz’s “malt flavour mirrors a strong taste of beer” and the brand is targeted at the youth (15 to 35 years).

B-Fizz has a malt taste, it is not a non-alcoholic beer. “It is a completely different category,” said Nadia Chauhan, joint managing director and CMO, Parle Agro.

These sparkling fruit drink is part of the larger CSD (carbonated soft drinks) market and is currently valued at over Rs 1,500 crore. Parle Agro is betting on B-Fizz to build the fruit plus fizz category to Rs 10,000 crore by 2030.

While most of the malt flavoured offerings are above Rs 50 price point, Parle Agro has retained the Rs 10 (160 ml) SKU (stock keeping unit). This too at a time when all the major fizzy beverage brands have departed from the Rs 10 pricing.

"The Rs 10 SKU is not just a great trial generation pack, but also a huge volume hit. We introduced the 160 ml pack at Rs 10 about a year ago. This has allowed for the availability of the product in over five lakh outlets in the country in less than two weeks from the launch. It is a very important price point for the beverage portfolio, and even in other categories like chocolates, etc. It is not just a great trial generation pack, but also a huge volume driver,” says Chauhan.

Fizzy beverages usually hit markets at peak of summer months. This is followed by sustained advertising to make the most of the following festive season. Parle Agro plans to spend Rs 40 crore in marketing and advertising across TV, print and digital marketing.

"After the massive impact of a pandemic, things are slowly getting back to normal. There is a great outbreak in out of home consumption again, and the on-spot (Rs 10) packs play a big role.”

She further said that retailers are welcoming new products a lot more openly than the last few months. The company is busy securing adequate supply to meet the growing demand.

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