With the onset of summer, FMCG firms are intensifying efforts to make the most out of the season with new products and heightened marketing campaigns.

While homegrown Dabur is all set to enter fruit-based fizzy drinks category, beverages and snacks major PepsiCo plans to aggressively market its products like Mountain Dew and Lipton Ice tea.

Kolkata-based Emami, which sells products like Navratna oil, Navratna Cool Talc and Boroplus Prickly Heat Powder, also said it is focusing to reach out to more consumers.

“The summer months will see Dabur entering the fruit- based fizzy drinks market with the launch of Burrst Fizz in two variants - Apple Fizz and Lemon Fizz,” Dabur India Marketing Head-Foods Mr Praveen Jaipuriar told PTI.

The product, which will be test launched this summer, is a completely natural fruit-based beverage, he said, adding the company is tapping a hitherto unexplored market.

Besides, the company is introducing new variants under its packaged fruit juice brands Real and Real Activ. A 100 per cent grape juice has just been launched under the brand Real Activ and a plum juice introduced under the brand Real.

“We have also joined hands with the popular cartoon character Ben10 and are introducing special merchandise and Real small packs featuring the Ben10 characters on these packs,” Mr Jaipuriar said.

The company’s fruit juice business has been growing at strong double digits over the years, he said, without sharing details and added the company was expecting to carry on the growth momentum forward.

PepsiCo, on the other hand is bringing ‘Mountain Dew Xtreme Tours’, featuring adventure sports like skateboarding, BMX and FMX biking in cities across the country as part of its summer campaign.

“We are nurturing new categories and this season have expanded Lipton Ice Tea availability to Chennai and Bengaluru in ready to drink PET bottle, in home consumption tetrapak and powder,” PepsiCo Executive Director-Marketing Ms Deepika Warrier said.

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