MUMBAI:
Indian beverage company Parle Agro has rolled out a new fruit-based
lemon drink, 'LMN,' in the non-carbonated segment.
'LMN'
will be available in 110 ml Tetra, 200 ml Tetra and 500 ml
PET priced at Rs 5, Rs 10 and Rs 23 respectively.
"Nimbu
Pani has always been India's most commonly consumed cold beverage.
The challenge for us was packaging a natural product while
retaining its fresh, original taste throughout its shelf life,"
said Parle Agro Joint MD & CMO Nadia Chauhan.
Posistioned
as 'The Emergency Lemon Refresher', 'LMN' (derived from the
SMS version of 'lemon') aims to connect to the youth.
The
company has chalked out a 360 degree marketing strategy comprising
a TVC, print advertising, point of purchase promotions and BTL
activities. The media campaign will kick off by mid-March.
