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In a bid to expand the jelly category, Perfetti Van Melle India has launched Alpenliebe Juzt Jelly Fruity Bears with fruit pulp. Priced at ₹10 and ₹25, the company believes the innovation will help create newer consumption occasions as well as help the jelly category move towards higher price points. Mandar Keskar, Category Head, Perfetti Van Melle India, said the company’s “endeavour is to make the proposition playful and it reflects in all aspects including packaging & the communication developed to support the launch.” The jelly category is pegged about ₹400 crore and the company says it has dominant share in the segment.
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