Parag Topp-Ups portfolio with flavoured milk | Marketing,...

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Parag Topp-Ups portfolio with flavoured milk | Marketing,...

http://pitchonnet.com/blog/2013/04/18/parag-topp-ups-...

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Parag Topp-Ups portfolio with flavoured milk

Parag Milk Foods, the manufacturer of Go cheese, Gowardhan Milk, Yoghurt, Ghee, Paneer, Dahi among others has forayed into the beverage segment targeting its new product Topp-Up towards health-conscious people. Topp Up will be available in four flavours and is being pegged as a product for fitness-freaks who want to get energy and nutrition, on the move. The company claims that the products shelf life is about six months, which is achieved by the retort sterilisation technology and innovative packaging. Devendra Shah, Chairman, Parag Milk Foods says that with the launch Parag has officially enter the health beverage segment and Topp-Up will be face of Parag Milk Foods in the segment. While we have started with flavoured milk, we would be launching a slew of innovative and attractive beverages for different set of consumer segments, over few months, he adds.

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Parag Topp-Ups portfolio with flavoured milk | Marketing,...

http://pitchonnet.com/blog/2013/04/18/parag-topp-ups-...

Mahesh Israni, CMO, Parag Milk Foods Mahesh Israni, CMO, Parag Milk Foods, says that, the beverage is equipped with a ring pull cap making it convenient for the consumers on the go. It is also competitively priced at Rs. 20 for 200 ml. currently the drink is available in Mumbai, Pune & Goa. Soon we plan to expand our distribution PAN India through our existing strong network, he adds. According to ASSOCHAM the dairy industry is expected to reach Rs. 5,00,000 crore by 2015 with the milk production rate expected to reach about 19 crore tonne in comparison to the 12.3 crore tonne. According to USDA (United States Department of Agriculture) India holds a 17 per cent share in dairy production globally. Shah says that the key objective in entering the beverage segment is to cater to the growing needs of young and on the move consumers, who seek safety, nutrition and convenience. With consumers becoming diet freaks, health conscious and turning away from junk food and aerated drinks, Topp-Up is an ideal energy drink to replace the aerated drinks this summer, he opines. Parag Milk Foods established in 1992 has its plants located in Manchar, Maharashtra and Palamner, Andhra Pradesh. It also to have its own dairy farm called Bhagyalaxmi where it hosts 3,000 specially bred Holstein Freisens cows.
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Tags: ASSOCHAM, Go cheese, Gowardhan Milk, Parag Milk Foods, Topp-Up, USDA

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