March 30, 2023 – Parle Agro has launched SMOODH Fruit Lassi, yet another pioneering product under their dairy brand, SMOODH. The new launch is an everyday indulgence, offering the delicious combination of yummy fruits and goodness of yoghurt in a variety of delightful flavours. Parle Agro has launched a new campaign with national brand ambassador, Varun Dhawan for SMOODH Fruit Lassi.
SMOODH Fruit Lassi celebrates India’s love for beverages, yoghurt and fruits. The culmination of all three favorites resulted in the refreshingly delicious blend of Parle Agro’s fruit Lassi that consumers can add to their daily diet. The rich, creamy and indulgent lassi come in three distinctive variants – ‘Guava Chilli’ a desi blend of sweet guava with a hint of spicy chilli, ‘Banana Rum Flavour’ bringing the sweet taste of bananas with a toasty flair, and ‘Mixed Berries’ a delicious combination of strawberries, blueberries & cranberries. The flavours were carefully crafted, taking into consideration tastes that Indians traditionally consume.
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Unwavering in its mission to deliver high quality, delicious beverages at great value, Parle Agro has launched SMOODH Fruit Lassi at an incredible price of Rs. 10 for a carton pack. Anticipating the requirement of a larger pack, SMOODH Fruit Lassi is also available in convenient-to-handle PET bottles priced at Rs. 15. Currently, no dairy beverage brand exists in the market at this price point in the country.
Commenting on the launch of SMOODH Fruit Lassi, Nadia Chauhan, Joint Managing Director and CMO, Parle Agro said, “India is a dairy-loving country. Keeping that in mind, coupled with the huge success of SMOODH flavoured milk, we’ve expanded our SMOODH dairy brand to launch another exceptional offering, SMOODH Fruit Lassi. Fruits and yoghurt are both immensely loved by Indians for decades. With our new offering, consumers will get to enjoy their favourite snack in a drinkable form in a variety of unique flavours at the price of Rs. 10; an offering that’s never existed in the Indian market before. SMOODH Fruit Lassi maintains our reputation of introducing novel products to the Indian landscape. It also reinforces our commitment to introduce more ‘Good-for-you’ products for our Indian consumers.”
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Speaking about the vision going forward, Ms. Chauhan added, “We are passionate about setting ambitious goals as that’s what drives us. SMOODH Fruit Lassi is another step towards our vision of making our dairy brand, SMOODH an INR 5000 crore brand by 2025.”
The new TVC for the Lassi, is a combination of real life and animation in the backdrop of a supermarket set-up. Playing a store employee, Varun Dhawan enthusiastically explains to a customer the deliciousness of each flavour as stunning visuals showcase the irresistibility of the smooth and rich experience of SMOODH Fruit Lassi.
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The TVC with Varun Dhawan is playing on key national channels. Parle Agro has also signed on leading actor, Dulquer Salmaan as the brand ambassador of ‘SMOODH’ for southern markets of India. The TVC with Dulquer Salmaan is playing on key regional channels in the southern states of India.
