Frooti

Frooti: A youthful drink

Frooti, a name to reckon with Mango Fruit Juice is 25-year young brand in Nepal. Under the umbrella of TM Dugar Group, this iconic brand continues to serve the consumer of Nepal with the finest quality of Juice. To target the Youth, Frooti in its new Avtaar is trying to capture the trend which is shifting from CSD (carbonated soft drink) to a healthy Fruit based soft drink. To come out of the kids’ drink legacy and to capture the larger audience of young adults it has gone for a new font, pack and taste.

Frooti is the Market leader in manufacturing the fresh mango drink Tetra Pak segment. Tetrapak requires less preservatives and keeps it fresh, healthy and cool even in the absence of a refrigerator.

It was not longtime back, when Frooti was engulfed in legal complications and questions were asked about its purity and drinkability by its consumers, The management recalled all the damaged packets and claimed that the problem was not in the drink, but was with the packaging.Now, the brand has been launched in the same market after complying with all legal requirements like always, but with very little promotional campaigns.

The new packaging is the brave new design of two designers from Pentagram, to give a fresh, bold and playful look to the packaging to sensibly target the youths of 15-30. Not everything has been changed in the packaging; the bright strong sunny yellow color in the background has been retained, and the dark green comes straightly from the green leaves of the mango tree. Moreover, the inspiration behind the dark green color was the discovery of the topography on the crates used to deliver mangoes, the two designers found the green letterings used in the crates wonderfully appealing, hence was portrayed in the packaging.

                                                                               

In Nepal, though the soft drinks’ market has been overtaken by Real in the juice segment with its varieties of tastes and flavors, Rio and Lichi are on the line competing in the market. Coke and Pepsi are the forever desired products by the youths but with time the youths have been conscious about their health and are shifting from carbonated soda to healthy fruit drinks with no added preservatives. Frooti wants to capture the un-fed market of youth who are slowly shifting from carbonated soda to healthy drinks. Thus, with the new packaging Frooti goals to increase the sales; rewriting the brand for next 5 years. With the expansion of a manufacturing plant, Frooti aims to make it available in every single retail outlets to meet the demands of its consumers; many of them who are drinking Frooti from their childhood. Frooti will be officially launched by Mid-Feburary, A good news for the Frooti lovers and for the mango lovers; kids, youths or elders will  get to   taste  the refreshing Mango drink this summer.