India: Rasna acquires Jumpin drinks brand from Hershey

Rasna, a manufacturer of instant beverages, has announced the acquisition of soft drinks brand Jumpin to expand into India’s growing ready-to-drink (RTD) market.

Launched by Godrej as India’s first drink in Tetra Pak cartons, and later acquired by Hershey, Jumpin was known for its non-carbonated beverages. It was withdrawn during the Covid-19 pandemic, after reaching annual revenues of almost 150 crore INR ($18 million).

Commenting on the move, Rasna group chairman Piruz Khambatta said: “Jumpin’s strong brand equity and high consumer recall make it a valuable addition to our beverage portfolio. This move aligns with our long-term vision of portfolio diversification and brand consolidation within the RTD segment”.

“Through this acquisition, we aim to unlock new synergies in product development, distribution, and market expansion while continuing to deliver value-driven, high-quality offerings to the Indian consumer”, he added.

The company has reportedly only taken over the brand, not its manufacturing unit. The existing facility will still be used for production.

As part of its relaunch strategy, the company will reintroduce Jumpin in cartons and plastic botttles. Enriched with 10 vitamins and minerals, the product will be available from June in Mango, Lemon, Litchi and Guava flavours.

Source: Economic Times / AFAQs.com