Alpenliebe, one of India’s most popular confectionery brands, recently announced its extension into the fruit candy segment with the launch of Alpenliebe JuiCyfills. According to the company, Alpenliebe JuiCyfills is a value-added proposition in the fiercely competitive fruit candy segment.
The candy with liquid filling inside reminds one of the luscious fresh fruits, it said. Developed with state-of-the-art technology, the candy contains fruit juice content and Vitamin C and promises a “juicy-filled” experience to the consumer. Packed in attractive colors of yellow and orange, the candies are available in Mango and Orange flavors.
The candy would be available in neighborhood stores across the country and is priced at Rs 1. In addition to the one-rupee pack, the product would be available in an assorted pack at Rs 50 in select modern trade stores.
Launched in 1995, brand Alpenliebe celebrates its 25th year in the Indian market this year. Over the years, the brand has become a household name and is loved by kids and adults alike, known for its rich, indulgent taste, the brand endeavors to nurture bonds and bring hearts closer through everyday gestures.
Commenting on the new extension, Rajesh Ramakrishnan – managing director, Perfetti Van Melle India, said, “We take immense pride that Alpenliebe has delighted Indian consumers for over 25 years with its innovative offerings and heart-warming campaigns. We believe this offering will continue our mantra of bringing innovative, enjoyable products to the Indian consumer. We are excited to enter into the fruit candy segment that will offer consumers a differentiated juicy experience like never before.”
Bringing hearts closer
The new launch would be supported by a TVC which builds on the brand promise of ‘bringing hearts closer’, but with a splash of ‘Shararat’ (mischief). The TVC showcases a kid who relishes the fruity blast of the new Alpenlibe JuiCyfills and is suddenly hit by an idea to bring his bickering grandparents together. Bolstered with the fruity mischief, the kid plays a prank that lands his grandparents in a sweet moment of reconciliation.
Commenting on the new product and TVC, Rohit Kapoor – director marketing, Perfetti Van Melle India, said, “With this launch, Alpenliebe enters the fruit candy segment and unlocks a huge growth opportunity for the brand. Alpenliebe JuiCyfills is an unique liquid filled candy with fruit juice content and Vitamin C. In these testing times, Vitamin C has increased importance since it helps build immunity.”
“As a brand, Alpenliebe has always focused on bringing hearts together and adding moments of togetherness around everyday gestures among families. The product’s fruitiness lends a sense of mischief which has been integrated with the brand purpose in the TVC. The launch would be supported with a 360 degree campaign across traditional, digital mediums, sampling and modern trade activation.”
Speaking on the TVC, Kapil Batra, executive creative director, and creative head, McCann – New Delhi, said “Alpenliebe, has always been about fun and family. So, for creating communication for Juicyfills, the latest offering from Alpenliebe, we were looking something that’s consistent with the brand personality but yet unique. And that’s how we landed on ‘shararat ka phal meetha bhi hota hai’. The ad film shows how Alpenliebe Juicyfills sparks an act of mischief that ends up bringing the dada- dadi together.”