Indian beverage company Parle Agro has rolled out a new fruit-based lemon drink in the non-carbonated segment: ‘LMN’ (derived from the SMS version of ‘lemon’).
Parle Agro Joint MD & CMO Nadia Chauhan said, “Nimbu Pani has always been India’s most commonly consumed cold beverage. The challenge for us was packaging a natural product while retaining its fresh, original taste throughout its shelf life.”
‘LMN’ will be available in 110 ml Tetra, 200 ml Tetra and 500 ml PET priced at Rs 5, Rs 10 and Rs 23.
The new product aims to connect with the youth and will be positioned as ‘The Emergency Lemon Refresher’.
The company has planned a 360 degree marketing strategy comprising a TVC, print advertising, point of purchase promotions and BTL activities. The media campaign will be launched in mid-March.