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Norwarian Chewing Gum "Laban" makes way in Indian Market

KJ Staff
KJ Staff

With FMCG (Fast Moving Consumer Goods) quickly dominating Indian Market, Each day we see new-bees entering. Now, Orkla Group has announced its foray into the ₹8,200 crore Indian confectionery market with the launch of Laban, Norway’s Number 1 confectionery brand in India. The company has invested ₹40 crore in setting up the production line for Laban at MTR Foods’ Bengaluru manufacturing facility and an additional₹35 crore will be spent in brand-building activities over the next three years.

Laban is a human-shaped, fruit-flavoured chew in popular flavours – strawberry, mango, orange and green mango. Priced at ₹10 for the 26-gm pack and ₹30 for the 6-gm pack, Laban will be available at all general and modern trade outlets and will be manufactured and distributed by MTR Foods in India.

Orkla Group acquired MTR Foods in 2007 and has since invested ₹250 crore in the overall infrastructure up-gradation in India. Stating that Laban was extensively tested at the concept and product level in India, Sanjay Sharma, CEO, MTR Foods, said: “We realised that certain product attributes require localisation. It took three years of development for us to bring Laban to market.” Describing it as a differentiated, stretchable and playful candy that is 100 per cent vegetarian and non-sticky. 

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