Health & Taste now tip-toes together into the kitchens of Tamil Nadu
~Emami launches its first food & beverage brand, ‘Healthy & Tasty’ in Chennai~
- Earmarked investment of Rs 15 crore in Tamil Nadu for the marketing activities over the next three years
- Announces launch through 12000 strong retailers and about 65 distributors network in the state
- Product uniqueness to be ‘healthy’ and ‘tasty’ through retention of ingredient purity using multi stage European Refining Technology
- Aims at being among the top two edible oil producers in India with a 10% market share in the Rs 1,00,000-crore industry within 2015
Chennai, August 19, 2010: To enable the people of Tamil Nadu to both nurture good health and enjoy tasty food, Emami Biotech Ltd, part of the Rs. 3000-crore diversified Emami Group of Companies today announced the launch of its first edible oil brand ‘Healthy and Tasty’ in Chennai, the Gateway of South India. This is the Group’s first foray into F&B segment since inception.
Produced by adopting multi Stage European Refining Technology, Healthy and Tasty has been developed in a manner to create a unique combination of purity and taste while retaining the natural ingredients of edible oil. The brand aims to catch the growing number of health-conscious families across income categories.
Tamil Nadu is one of the key markets for Emami’s Healthy & Tasty brand. Tamil Nadu is the fourth market to witness the launch after West Bengal, Karnataka and Orissa. To ensure the success of the brand’s launch in Tamil Nadu, Emami plans to enter the state with a strong distribution network of 12000 retailers and about 65 distributors.
Commenting on the launch in Chennai, Mr. Aditya V Agarwal, Director, Emami Group of Companies said “We, at Emami, wanted to demolish the myth that tasty food is generally unhealthy and healthy food remains tasteless. Healthy & Tasty is a product where health and taste go hand-in-hand. Our edible oil ensures good health while making food highly tasteful. We are delighted to introduce the brand in Chennai, a place that is greatly known for its appetite for traditional cuisine comprising delicious doasas, idlis uttapams and much more. We are also hopeful that our brand will be well accepted by the people of this state. The state of Tamil Nadu is expected to contribute about 20% of our total business target of Rs 300-crore during the first year of the launch”.
In Tamil Nadu, Emami is launching the Refined Sunflower Oil, rich in PUFA (Polyunsaturated Fatty Acids), particularly linoleic acid that lowers the levels of both good and bad cholesterol. It is highly popular worldwide due to its light colour, mild flavour, low SFA (Saturated Fatty Acids) and ability to withstand high cooking temperature. Emami’s Healthy and Tasty Refined Sunflower Oil is manufactured by advanced Multi-stage European Refining Technology which removes most of impurities to maintain highest purity, and also retains plenty of natural beneficial nutrients like Vitamin E (400 mg/kg). This technology has been developed in-house and helps control temperature and pressure in such a manner that oil does not lose its natural nutrients. The constituents help lower the risk of cardiovascular diseases and provide skin nourishment.
Emami Healthy and Tasty will soon be available in other variants such as soyabean, palmolein, mustard til, oil, olive, rice-bran, and ground-nut.
The total consumption of refined sunflower edible oil in Tamil Nadu is estimated about 2 lakh tonnes per annum and Emami aims at cornering 5 % market share during the initial stages.
According to Mr. Manish Goenka, Director, Emami Group of Companies, ‘Healthy & Tasty’ is another milestone in Emami’s journey to address the growing consumer focus on health and wellness. We have aggressive marketing plans for Healthy & Tasty in the region (Tamil Nadu) in the next three years. We are also in the process of setting up an experienced sales team from Tamil Nadu.”
Emami strongly believes that the product will be a game-changer like its other power brands – Boroplus, Navratna and Fair and Handsome – as it aims to break stereotypes related to oil consumption by introducing a brand which not only retains the good ingredients in edible oil but also ensures a tasty diet. Healthy & Tasty will be available in different packs that include 5-litre jars, 1-litre bottles and pouches.
Healthy and Tasty oil shortly will be available in LUPs (low unit packs) of Rs 5 and Rs 10 respectively keeping in mind the consumers’ convenience and affordability. In India huge amount of loose adulterated (non-branded) edible oil is sold. The objective behind launching LUPs is to prevent adulteration, replace sale of loose edible oil and also target consumers who cannot afford to spend much at a time.
While JWT, On Ads and Mudra have worked on the creatives for the brand, the packaging of the product has been done by Evolve Creative of the UK. Evolve is a strategic branding consultancy which has the track record of working with some global greats in the FMCG and retail sectors like L’Oreal, Garnier, GSK (global pharmaceuticals), Hamleys (international toy retailer), Diageo (international drinks) and many more.
