Parle Products spices up it's crackers category

Parle Products India’s leading food company strongly associated with trust and quality launched two new variants - KrackJack Butter Masala and Monaco Pizza for its iconic cracker brands - KrackJack and Monaco respectively. These variants are India’s first crackers to have sprinkled seasoning over the biscuit. Thus, offering consumers an unique tasting experience.

Indian consumer are increasingly exposed to gourmet flavours and interesting fusion palate. They crave for authentic Indian flavours as well as innovative international flavours in various snacking options, thereby allowing Parle to experiment and innovate with new products like KrackJack Butter Masala and Monaco Pizza Masala crunch.

Speaking about the launch, Mayank Shah, Senior Category Head, commented “At Parle Products, constant innovation and evolution has always been at the core of conceptualizing and manufacturing products.  Parle Products has been a market leader in the cracker category with a massive product line and variants under Monaco and KrackJack. The idea behind launching Monaco Pizza and KrackJack Butter Masala was to offer consumers something exciting and create a buzz for the Indian crackers category’’.

As a part of the marketing campaign, three TVCs have been released with the tagline- ’Masala lagega toh mazaa badega’. These commercials are one of its kind  and introduce the two new flavours in a fun and quirky way. The TVCs will be released in eleven languages including Hindi, English, Marathi, and Tamil and will be sustained through a strong digital campaign.

KrackJack Butter Masala and Monaco Pizza will be available in two sizes 50g and 120g - single slug and double slug packs. Each of this pack is priced at INR 10 and INR 25 respectively. Parle will also be rolling out a multimedia media promotion campaign that includes print, television and digital platforms in February 2019.

The crackers category has been dominated by two key variants - salt and sweet & salty. There has been limited experiments and inventions in the category, leaving consumers yearning for new experiences. Parle being the market leader with 28% market share aims at renewing interest in this category with KrackJack Butter Masala and Monaco Pizza Masala Crunch.


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