Sil launches Mango Fantasy, Orange Oye fruit beverages
By Sabyasachi Samajdar, FoodBizDaily.com Bureau Chief – New Delhi
September 18, 2009 – Scandic Food India Private Limited, has launched its all new fruit beverages in 4 exciting flavors Happily Appily, Orange Oye, Mango Fantasy, and Fruit Fusion under the brand name Sil fruit beverages.
Announcing the launch of Sil fruit beverages here today, Mr. P. T. Gopal, CEO and Managing Director, Scandic Food India Private Limited, said, “All of us at Scandic are excited to launch Sil fruit beverages, a great tasting beverage having the wholesome goodness of fruits. It has always been our endeavor to bring something new to the Indian homes. Scandic has 57 years of expertise in developing innovative food products and is putting concerted effort at expanding the foods business in India by introducing new and innovative products. Like our other products, we are sure that Sil beverages will deliver its promise of 100% taste and 100% fun to our consumers and give them yet another best in quality products that Sil has always been identified with”.
Sil range of beverages comes in an attractive tetra pack highlighting the need to enjoy the goodness of fruits. All the 4 variants are available in 1 liter at an introductory price of INR 69 and will be made available Pan-India.
Sil offers its consumers a healthy way to enjoying the fun filled moments in today’s hectic life. The tangy flavour of Orange Oye, the luscious richness of Mango Fantasy, the fresh taste of Happily Appily and the juicy goodness of Fruit Fusion are sure to delight every lover of Sil.
In India, the fruit beverages industry is pegged at around US$ 220 million and the market has been growing at the rate of 30%.
Scandic Food India Private Limited (Scandic) is a subsidiary of the Danish DKK 1400 million Good Food Group, A/s which has 11 factories and presence in 65 countries. Good Food Group enjoys a considerable share of the processed food category in the Scandinavian countries.
Scandic has strong plans of rejuvenating the Sil brand through innovation and expansion of the brand footprint. In the near future, Scandic aims to bring in some of the global brands from the Good Food stable and focus on delivering value offerings to the quality conscious Indian consumer, it is learnt.
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Scandic Food India Private Limited
Address: Store Grundet Allé 7100 Vejle Denmark
About Scandic Food India Private Limited
Good Food Group A/S acquired the SIL brand from the Indian company Marico Ltd. in March 2008, and subsequently the company Scandic Food India Private Limited was established, domiciled near Pune.
Initially, Marico Ltd. took over the SIL brand in March 1995 from Kanmoor Foods Ltd. which company had earlier acquired the brand from James Smith and Co. in January 1992.
Under the SIL brand, Scandic Food India Private Limited sells its processed food products, comprising jams (mixed fruit), specialities (baked beans in tomato sauce, sweet corn cream soup), and sauces (soya sauce, green chilli sauce, red chilli sauce, mayonnaise).
Though the market for SIL products is widespread, the top cities where SIL products are sold, are Mumbai, Pune, Hyderabad, Chennai, Cochin, Bangalore, Delhi, Kolkata, and Raipur.
The jam market is controlled by two national brands, and SIL has managed to hold its no. 2 position for quite a long time, increasing its market share from 8 to 12% over the past few years.