DS Group has launched ‘Pulse Pineapple’, further expanding its confectionary basket. Pass Pass Pulse, is already a leader in the Hard Boiled candy segment. ‘Pulse Pineapple’ adds to the collection of the existing Pulse favourites of Kaccha Aam, Guava and Orange. Pineapple as a flavor and a fruit is diversely used and enjoyed across all age groups. The new candy will be available in a pillow pack at the cost of Rs.1. Pulse Pineapple will provide a thrilling experience to its consumers that begins with the fruity Pineapple flavor and peaks with the tangy powder filling at the center.
Commenting on the occasion, Mr. Shashank Surana, VP, New Product Development, DS Group, said, “DS Group has always endeavored to delight its consumers and create excitement in the category with new and innovative offerings. Since, the candy’s launch in 2015 with the Kaccha Aam flavor, we have been coming up with new popular and niche flavors. After Guava and Orange, Pulse Pineapple is the latest variant in the Pulse candy basket and we anticipate a good response from our consumers”.
The organized hard boiled candy market is 2,650 crore in India and Pulse is the market leader with 12%-13% market share. Apart from India, the Company has also started distributing Pulse to countries such as UAE, UK and South East Asian markets.
‘Pulse Pineapple’ has received an encouraging response to the test marketing undertaken in key cities of the country in the last few months. The candy is being launched pan India leveraging on the distribution network of ‘DS Group’ to reach out to the target group. The launch of pulse pineapple will be supported with activities like POSM & market sampling activities.
DS Group entered the Confectionary business in 2012 with the launch of ‘Pass Pass Chingles’ -mini chewing gums. One of the company’s leading brands Pass Pass was repositioned to encompass a broader portfolio of pioneering products in the Confectionary business. From traditional after mints to the fun-filled mini chewing gums ‘Chingles’, they offer the choicest innovative flavours in Mint, Cola and Tutti Frutti flavours.