ITC Ltd. launches Jelimals Immunoz, Jellies fortified with 2 key nutrients, Vitamin C & Zinc
Posted on: 19/Oct/2020 7:42:05 PM
Jelimals, ITC�s confectionery brand in the Jelly segment, has shifted its portfolio offerings to Jelimals Immunoz - jellies fortified with 2 key nutrients Vitamin C & Zinc that help support the immune system amongst children The brand enjoys a loyal following amongst kids and at the onset of the pandemic, had also created a unique, child-friendly awareness song �Do the 5� on how kids can prevent the spread of Covid-19, based on the guidelines recommended by WHO. The product�s launch comes as a natural progression to further enable support towards children�s welfare in the present context.
The children�s confectionery category including candies, toffees, eclairs, jellies and lollipops had witnessed rapid growth during pre-pandemic times. However, jellies & lollipops are the most consumed formats among children and is pegged at Rs 1,000 crore. This segment is driven by colors & interesting shapes which Jelly as a format is perfectly amenable to deliver. The pandemic-led, unprecedented rise in demand for immunity supporting products paved way for the need to safeguard children through the category. ITC�s team of scientists at LSTC have been working on various health & nutrition areas for nearly a decade with Immunity emerging as a key focus area.
In addition, Jelimals further commissioned an empirical study, undertaken by InfoLeap Market Research & Consultancy LLC to understand kids� perspective on the new normal world. Data gathered from 364 children, aged 8-12 years across Mumbai, Delhi, Bangalore and Kolkata revealed that 94% children miss `Going to school` and 95% miss `Meeting friends` in person, making immunity support an �uncompromising imperative� in the new normal world. If given a �Superpower� 74% children would utilize it to �Save People (56%) & Find Cure (18%)� from Covid-19 with concern for parents & family (38%) being foremost for the children. This followed by saving humanity including doctors, soldiers, friends, animals and testing individuals for the virus.
Commenting on the launch, Mr. Anuj Rustagi, COO � Chocolate, Coffee, Confectionery & New Category Development - Foods, ITC Ltd, said, �It is our endeavour as a kid�s focussed brand to support the health of kids with our products by giving them a daily dose of vitamin C & Zinc. And we are doing this in a �Jelimals� way� � making this fun and engaging for both parents and kids much like our �Do the 5� video. Furthermore, we are shifting the entire Jelimals� jelly bears range to Jelimals Immunoz and keeping consumer price points same across the offerings. We hope this move will make a small but meaningful difference in protecting our kids�.
Jelimals Immunoz will be available in 2 SKUs, 30 gms and 108 gms at respective price points of Rs 10 & Rs 50.
The packs will come loaded with benefits of fun fruit flavours, exciting toys, double layer packaging while the Rs 50 pack also comes with a zip lock pack. The product will be available pan-India across retail outlets, modernrn trade and e-commerce platforms.
