Ananya Pathak

Perfetti launches first non-gum variant of Center Fruit...

Center fruit Soft Chews are colourful bite sized candies that are crunchy on the outside, soft and chewy on the inside.

Center Fruit – Perfetti Van Melle India’s (PVMI) flagship brand ever since its launch in India in 2006, is well known for its liquid filled fruit flavoured bubble gum which bursts in your mouth with a splash of fruity flavours. Now, after almost 15 years in the market, the brand has entered the chewy candy segment with the introduction of 'Center fruit Soft Chews' – much like the Mentos Marbles.

The colourful bite sized chewy candies not only resemble Marbles in their look and feel but interestingly also in their flavours - Orange, Strawberry, Watermelon, Lemon and Blackcurrant.

Rohit Kapoor, director marketing, Perfetti Van Melle India, tells us the fruit chewy and snacking segments have been gaining traction amongst Indian consumers in recent years. "Center Fruit Soft Chews as a product format marries both these trends in one product beautifully and allows us to participate at higher price points which is of strategic importance to us."

Rohit Kapoor, director marketing, Perfetti Van Melle India
Rohit Kapoor, director marketing, Perfetti Van Melle India

Center Fruit brand’s core target group is the teenager and young adults and this proposition too is primarily targeted at the teenage segment along with youth adults due to the snacking nature of the product. "While there are many chewy candies present at Re.1, local competition is limited at higher price points within this soft chewy candy segment," Kapoor shares.

The launch of the new offering is being supported by a 360-degree campaign, conceptualised by Ogilvy India. The brand tied up with digital influencers to unbox the new offering.

Center fruit Soft Chews is available in an assorted pack of five fruity flavours priced at Rs 10 for Traditional Trade. In Modern Trade, the offering is available in a pocket friendly bottle at Rs 50 and a consumer-friendly re-sealable bag at Rs 75.