Oct 20, 2020
ITC confectionery brand has launched Jelimals, which are jellies with immunity ingredients under new brand name Jelimals Immunoz. With this the FMCG conglomerate is strengthening its kid’s brand image.
Jelimals Immunoz will give kids a daily dose of vitamin C and Zinc, which will be fun and engaging, and consumer price points will be the same across the offerings.
As part of the launch, Jelimals highlighted a few takeaways on the mindset of children in the new normal based on a recent study undertaken by Info Leap Market Research & Consultancy LLC for the brand. About 94% of children miss going to school and 95% miss meeting friends in person. Video calls with friends were revealed as the highlight of the day for kids. Data for this study was gathered from children aged 8-12 years across Mumbai, Delhi, Bengaluru, and Kolkata.
ITC had also partnered direct selling company Amway India for distributing its new packaged fruit beverage with immunity boosters under its juice brand B Natural to stay relevant and to compete with rivals Dabur, Coca Cola and PepsiCo in the breakfast market amid the pandemic.
Heightened awareness of social media platforms has led to health taking priority for consumers, leading to double-digit growth of categories including health supplements, chyawanprash, health bars, and mixes to branded healthy salt.