Godrej Hershey's Nutrine launches new Choco Rocko

Company Brief

New Delhi, April 25, 2012

Confectionery brand Nutrine has launched a new chocolaty munching delicacy called Choco Rocko. Nutrine Choco Rocko combines the crunchiness of crispies with chocolaty flavoured deliciousness leaving us wanting for more.

Speaking about Nutrine Choco Rocko, Mahesh Kanchan, VP and Marketing and Sales Head of Godrej Hershey said, "Today consumers are looking at better and varied experiences and are open to products that converge benefits of multiple categories. Hence the mantra is of category convergence and in Choco Rocko the consumer gets the benefits of Confectionery, Chocolate and Snacks all rolled in one. We also see a huge opportunity at the Rs. 5 price point. Choco Rocko enhances the consumer experience with its crunchy crispies rolled in a delicious chocolayer. It is one of the few confectionery brands to offer a unique light munching experience".

The Nutrine brand, which has thus far had products at 50 paisa and Re. 1, is moving up price points with Choco Rocko. Choco Rocko is available at a price point of Rs. 5 with a variant at Rs. 2. Also under development is a Rs. 10 pack.

The packaging of Nutrine Choco Rocko is also a significant departure from the counter-top jars that have traditionally been employed to retail confectionery. Packaged in a bright, eye-catching sachet, Choco Rocko will be retailed as a hanging SKU, thus breaking the counter-top clutter seen at most outlets.

Nutrine Choco Rocko will be backed by an aggressive advertising and promotion campaign. "We are looking at a 360 degree advertising campaign including TV, on ground and digital to drive awareness", said Mahesh Kanchan.

Nutrine Choco Rocko is being rolled out across the country and is all set to become a much loved confection with its alluring taste.

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