The leading FMCG company Marico Ltd, is launching a new brand, Coco Soul. The company is planning to strengthen its premium product portfolio.
Under Coco Soul, which marks Marico’s foray into the organic food space, the company is planning to launch a range of organic, cold-pressed virgin coconut edible oils and a range of healthy coconut-based food products.
Sanjay Mishra, Chief Operating Officer India Sales & Business Head Bangladesh, Marcio Ltd, told BusinessLine, “We believe this is the right time for us to enter this category, given the enthusiasm the discerning consumers are showing for organic, cold-pressed virgin coconut oils. We will aim to leverage on the strength of our sales and distribution network to make this category even bigger.”
Mishra also added, “Besides launching the core product variants, we have also collaborated with chef Kunal Kapoor to launch a curated range of Coco Soul infusions, so that consumers can easily use them as kitchen essentials for salad dressings, cooking or baking.”
The Coco Soul infusions range includes three variants such as; Chilli Oregano; Curry Coriander; and Cinnamon.
The company also wants to solidify its presence in the healthy foods and snacks segment with the launch of coconut spread, coconut chips and coconut sugar.
He also said, “At Marico, we understand the needs of the fast evolving Indian consumers and we are broadening our portfolio to cater to the needs of the health-conscious consumers.”
Coco Soul will initially be made available at the modern trade stores and e-commerce channels.
Describing about the distribution strategy, Mishra said, “We will initially focus on a few key markets such as the southern region besides the top metros for the new brand. Based on consumers’ response, we will gradually expand the presence of this brand to other markets and general trade stores.”