With this foray into a new category, Ruchi Soya Industries aims to make Nutrela synonymous with health and nutrition. Incidentally, Nutrela has acquired the status of a Master Brand, conferred upon it bt CMO Council Asia.
Commenting on the launch, Sarvesh Shahra, business head, consumer brands division, Ruchi Soya Industries Limited, said, “Nutrela has been offering healthy and nutritious foods to Indian families for over two decades and continues to be one of India’s most trusted and most preferred health food brands. The introduction of Nutrela Premium Table spread is the first step in our journey to make Nutrela a preferred choice among Indian families providing them offerings with unmatched combination of health and taste.”
“Our consumer research reveals that India’s love affair with butter continues, however consumers are preferring healthier alternatives as butter is high on cholesterol and satured fats. With the launch of Nutrela Premium Table Spread, we meet the unmet need of the consumers, which empowers them to indulge without having guilt," said Sandipan Ghosh, assistant vice-president, marketing, consumer brands division, Ruchi Soya Industries Limited.
Nutrela Premium Table Spread is available at all grocery, neighbourhood kirana stores and general stores that have a refrigeration facility. It is also made available across modern retail chains, supermarkets and standalone self-service stores.
Moreover, it is now being made available all across the metros and Tier 1 cities as a first phase of launch and post consolidation there will be a second wave of launches across India.
Ruchi Soya Industries launched the first phase of Nutrela Table Spread awareness campaign in Mumbai with the theme Zyaada Lagao Bindaas Khao through outdoor and radio media. An innovative experiential activation, partnering with PVR cineplexes got activated in Mumbai, wherein the movie lovers will able to enjoy their favourite popcorn made with Nutrela Table Spread while watching their favourite movies.
To amplify the taste experience among consumers, an extensive sampling session with Nutrela Table Spread is currently on across modern retail outlets and neighbourhood stores.
