Dabur India, announced its entry into the mint candy market with the launch of Hajmola Mint Masti.FMCG company Dabur said that there are extending its flagship digestive ‘Hajmola’ brand into the mint candy segment, which is estimated to have a Rs 720 crore market in India.
With brand name of
“Hajmola Mint Masti” khaane se pahele baar baar puchhana
Priced at 50 paise per candy, Hajmola Mint Masti has the tasty digestive tablet Hajmola packed inside it. Its launch extends the footprint of the Hajmola brand in line with the strategy of adding excitement and contributing to the growth of the confectionery category.
“The mint super category is currently valued at around Rs 720 crores (Includes Hard Boiled mint candies, Medicated Mints like Lozenges & Mint Rolls). When we studied the category, we found that all the products were competing in the same brand space with little to no differentiation in product attributes. It was our strategic decision to enter the category with a product offering a definitive USP of both fresh breath & digestion. Almost a third of all consumption of mints happens after meals to mask the malodour of last meal consumed – hence Hajmola’s equity of Digestion combined with Fresh breath is a very innovative & relevant offering. With the strong brand heritage of Hajmola, we are confident of emerging as a formidable player in this category in days to come,” added Rajeev John.
As per me , company already entered into this new segment,but the success of this product depend upon the taste and preference of the consumer.If this fusion type combination of mint and hajmola consumer like the nit will be good for the company. If don’t then develop the market.