Mint-O Ultra Mintz - Sugar Free Candy by ITC Ltd.

No limits for innovation and creativity....... Today, each and every market is becoming innovative & roping out with something extraordinary and convenient for end users. As, things becoming customized due to customize demand or by being creating customize demand. Ultimately, the aim is to acquire customers/consumers, make them loyal and happy.

Recently, ITC Ltd has launched new & sugar-free candy in India which is known as “Mint-O Ultra Mintz”. Awesome innovation “Sugar-Free” Mint base candy”. It can say that ITC is being covering niche market along with brand extension. At, present two mint candy already been existing in market “Mint-O Fresh & Mint-O Goal and now Mint-O Ultra Mintz.  

Brand Mint-O Ultra Mintz 'Sugar-free' - by ITC Ltd.

Mint base Candy Market Players in India:-  (It can also include local players)

Brand Chlormint - by Perfettivan melle

Brand Mint-O fresh - by ITC Ltd.

Brand Halls - by Cadbury India

In India, there is a huge opportunity & untapped market for mint base candy. Well, there is only one aim for Mint Candy players that to offering “Mouth fresh / refresh breath deeply”. Now-a-days Sugar free products market is growing slowly and companies are launching various sugar-free products. When the word is speaking “Sugar-Free”, people rapidly understand that it is for diabetic/diet/health conscious. So, Segment & target group will also be accordingly (Appx. 30+ age group men/women). And, today you must be finding ‘Sugar –free’ brands available in categories like biscuits, cake, cookies, health drink powder, yogurt, juice etc. i.e. food & beverages products.

 Mint-O Ultra Mintz is ‘sugar-free’ & giving extra strong mint which will be targeting diabetic/health conscious consumers. The campaign has launched by print media & OOH, still it is require to generating much awareness and market availability.

Normally, Mint base candy is majorly consuming by young (18+ age)/business-corporate class consumers as well as also consuming after smoke for mouth refreshment. For, ITC it can be very tough task to cover market for Mint-O Ultra Mintz ‘Sugar-free’ candy. Because, it is premium class brand, packaging also developed premium and targeting specific consumers.  It should require focusing more on promotional strategy (On ground promotion), more n more branding as well as market availability along with Print & OOH media.

Really, innovation is good in mint base candy category but the important thing that how ITC Ltd. will be covering market by strategically? 

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