Biscuits maker Parle Products Pvt Ltd is expecting to get up to Rs 150 crore turnover from its newly launched brand ‘Nutricrunch’ for health-conscious customers in the next 18-24 months.
With Nutricrunch range, the company has re-entered healthy biscuits space. It has exited the category six months ago and discontinued its brand Simply Good.
Parle Products Category head Mayank Shah said while addressing media, “We are looking at a Rs 100-150 crore turnover from Nutricrunch range in 1.5-2 years. Health-based biscuits category is growing at fast pace. We have re-entered the category with focus and are offering products targeted at specific customer requirements.” He also said that the new brand is available across India but mostly in urban cities.
Nutricrunch offers consumers a healthy snack that is not just high in fibre but also aids multiple lifestyle issues prevalent in today’s fast-paced world like weight management, sugar control, cholesterol management and nutrient deficiency.
He also added, “We are focused on targeting consumers who consciously opt for healthy offerings and not those who buy a brand due to discounts.”
The industry size of the health biscuit and cookies category is about Rs 1,000 crore and has been growing at about 15 per cent per year. The Nutricrunch range of products includes: digestive biscuits; honey and oats cookies; digestive Marie; and lite cracker.