Parle Agro launches wheat snack - Hippo

29 Jun 2009

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Parle Agro has announced the launch of a new baked wheat snack Hippo. The media for the snack will include a mix of Above-the- Line (ATL) and Below-the-Line (BTL) activities.

Since Hippo is initially being launched regionally, the focus on BTL activities will be higher and ATL activities will start by August. Promotional activities at the consumer level, outdoors and sampling activities for the brand have already begun.

The mascot for the snacks is a character Hippo. The mascot is based on the belief, that the world will be a happier place if people were not hungry.

The snack is being rolled out from the Western region starting with Maharashtra and will soon be rolled out nationally. Each variant will be initially available in packs of Rs5 and Rs10.

The snack will include six different flavours - Italian Pizza, Chinese Manchurian, Hot-n-Sweet Tomato, Thai Chilli and Yoghurt Mint Chutney.

Parle Agro, the Indian beverage major has been refreshing India since two decades with brands like Frooti, Appy, Appy Fizz and packaged drinking water, Bailley.

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