India: Orkla ventures into confectionery market

Norwegian-based Orkla Group, the parent company of India’s MTR Foods, has announced its entry into the confectionery market in India with the Laban brand.

The firm’s ‘human’-shaped fruit flavoured vegetable chews come in a variety of flavours including Strawberry, Mango, Green Mango and Orange, and will be sold in packs of 26g and 65g, priced at 10 INR ($0.16) and 30 INR ($0.47) respectively.

Alongside the launch, the group also announced a change in its strategy under the banner of ‘One Orkla’.

Regarding the strategy, MTR Foods CEO Sanjay Sharma said: “So far we were focused just on one brand MTR that has driven the growth, now armed with the wider vision, a fantastic team and backing from Orkla we can today unleash the power of One Orkla in India. […] With the widening of the vision, today we can add new categories, add new brands and new channels”.

The new sweets will be produced and distributed by MTR Foods in India.

Source: Progressive Grocer India