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An exciting Guava Surprise with a tangy twist for the Pass Pass Pulse Lovers
Morning India, Kolkata, 26 February, 2015

Expanding its flavours basket in the confectionary segment, Dharampal Satyapal Group on Monday announced the launch of Pass Pass Pulse in exciting Guava flavour.

'Pulse Guava' is all set to rejuvenate the taste buds of its consumers with the richness of Guava coupled with a hint of tanginess. The new candy will be available in a pillow pack at the cost of Rs.1.

Post the grand success of Pass Pass Pulse in Kachcha Aam Flavour which has become the heart throb of the nation, 'Pulse Guava' is the second product of DS Group in the hard boiled candy segment. It has been carefully created based on extensive market research and consumer insights.

Commenting on this occasion, Shashank Surana, Vice President, New Product Development, DS Group, said, "Flavours are an integral part of DS Group's history. With the launch of Guava flavour, the commitment to create innovative and exciting products for the Indian customers is further accentuated. Like the Kachcha Aam, Guava is a flavour that is popular across the country especially coupled with tanginess. 'Pulse Guava' is a stimulating powder filled candy that brings the excitement of having a Guava with a tangy twist."

The communication of 'Pulse Guava' will be in line with its umbrella brand Pass Pass Pulse of coming closer by sharing happiness in our lives. Be it making new friends or maintaining existing friendship; the brand seeks to be the reason behind it.

'Pulse Guava' has received a phenomenal 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 Pass Pass to reach out to the target group. The initial phase of the launch will be supported with BTL activities like in-shop display, exclusive merchandise promotion and focused sampling through various consumer contact activities to garner visibility and reach. Subsequently, post the all India launch, a plan for ATL activities will be drawn up to further give a push to the brand.

DS Group entered the confectionary business in 2012 with the launch of 'Pass Pass Chingles' -mini chewing gums. One of the company's leading brand Pass Pass was repositioned to encompass a broader portfolio of pioneering products in Confectionary business. From traditional after mints to the fun-filled mini chewing gums 'Chingles', DS confections offer the choicest innovative flavours in Mint, Nimbu, Saunf ,and Tutti Frutti flavours that are available in Rs. 1 sachet, Rs. 5 zipper and Rs 10 Fliptop packs