Dabur launches Hajmola Mint Masti; Enters mint candy market

Priced at 50 paise per candy, Hajmola Mint Masti ' a first of its kind candy in India -- has the tasty digestive tablet Hajmola packed inside it. Its launch extends the footprint of the Hajmola brand in line with the strategy of adding excitement and contributing to the growth of the confectionery category.

"Conventional mint candies provide only fresh breath. Hajmola Mint Masti offers not just fresh breath but also helps in digestion of food. This is a unique mint candy developed by our in-house R&D. A mega campaign has also been created for Hajmola Mint Candy, which would be aired shortly," said Rajeev John, DGM (Marketing) - Digestives, Dabur India Ltd.

"The mint super category is currently valued at around Rs 720 crores (Includes Hard Boiled mint candies, Medicated Mints like Lozenges & Mint Rolls). When we studied the category, we found that all the products were competing in the same brand space with little to no differentiation in product attributes. It was our strategic decision to enter the category with a product offering a definitive USP of both fresh breath & digestion. Almost a third of all consumption of mints happens after meals to mask the malodour of last meal consumed ' hence Hajmola's equity of Digestion combined with Fresh breath is a very innovative & relevant offering. With the strong brand heritage of Hajmola, we are confident of emerging as a formidable player in this category in days to come," added Rajeev John.

Dabur will undertake both above the line and below the line activities to promote the new brand. There would be a host of activities ranging from promotions in colleges and offices to aggressive in-market merchandising.