Parle Agro launches snack food brand, Hippo

Following the recent launches of LMN and Grappo Fizz, Parle Agro has extended its presence into the snack food category, by the launch of a new baked wheat snack brand 'Hippo'.

Commenting about the new product, Nadia Chauhan, joint managing director and CMO, Parle Agro said, "We entered the foods segment in 2007 with confectionery. With Hippo, our aim is to diversify further by adding snacks to our portfolio. This is a significant step for us as we move closer towards being a complete foods and beverages player. Hippo serves as the perfect companion to any snacking occasion."

The snack brand has been launched in the western region starting with Maharashtra and will soon be rolled out nationally. It has been launched under five flavours, Pizza, Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chilli and Yoghurt Mint Chutney. Each variant will be priced between Rs. 5 and Rs. 10, initially.

The media campaign to support the launch of Hippo will include a mix of ATL and BTL activities. Since it is is initially being launched regionally, the focus on BTL activities will be higher and ATL activities will take off by August. Promotional activities at the consumer level, outdoors and sampling activities for the brand will start by end of June.