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Pulse exploits draw more players into hard boiled candies market
http://www.hindustantimes.com, Delhi, 7 October, 2016


Candy is the new flavour of the season.

After the popularity of DS Group’s Pulse Candy, Mars, Incorporated backed Wrigley is now set to lure Indians with its new offering. The market has long been ruled by age-old brands, including Perfetti Van Melle’s Alpenliebe and Parle’s Mango Bite. But Pulse Candy has driven the hardboiled candies (HBC) market to grow more than 23% last year, which otherwise grew not beyond 12%.

Two months back, Parle also launched the ‘Spicy Kaccha Mango Bite’ to grab a slice of the lucrative hard-boiled candies (HBC) market. “It is a great opportunity that exists and from our side, some product will be there soon... While it is too early for me to give a timeline or talk about the products and price points, but yes, it is a work in progress and clearly a priority for us,” MV Natarajan, MD at Wrigley India told HT.

According to industry estimates, chewing gums and mints account for just ₹1,000 crore of the larger ₹9,000-crore confectionery market, whereas separate estimates by market research firm Euromonitor International pegs the candy market in India at ₹5,500 crore.

“We have always welcomed healthy completion as it gives us an impetus for more innovation and spurs market growth,” said Shashank Surana, vice-president, new product development at DS Group. “Pulse had crossed ₹150 crore last financial year and we hope it would grow more than the hard boiled candy industry in the coming year.”

Wrigley already has a product in the HBC category, called Solano, but with negligible market share. “In confectionery segment we have made a small yet promising start with the launch Solano in 1997,” the firm said.

Promoting its mints and gums aggressively in the Indian market, Wrigley’s focus is to grow its confectionary business (which includes the HBC market). “In the coming years, confectionary business will be one of our priority areas,” Natarajan said.