DS Group announced its entry into Rs 1800 crore hard boiled candy segment with the launch of Pass Pass 'Pulse' expanding its confectionary portfolio.
'PULSE' is a raw mango flavoured hard boiled candy, with a tangy twist.
PULSE will leverage on the distribution network of Pass Pass to reach out to the target group, the company in a statement said.
The initial phase of the launch will be supported extensively with BTL activities like in-shop display, exclusive merchandise promotion and focused sampling through various consumer contact activities to gather visibility and reach.
Subsequently after 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 PassChingles' -mini chewing gums.