Zydus Wellness that already has a strong presence in the sugar substitute market, has expanded its portfolio by launching a new variant Sugar Lite, said Tarun Arora, Chief Operating Officer and Director, Zydus Wellness.
Consumer wanted a sugar substitute but did not want to give up their habit of including sugar in their diet and therefore, we are launching Sugar Lite, Arora told Moneycontrol.
The company is in the process of reaching out to retail outlets. The product was first launched on e-commerce platforms.
Zydus Wellness, a part of the Ahmedabad-based Zydus Group.
Sugar-Free is the market leader in the sugar substitute category in India with a market share of over 94 percent.
The brand is well distributed across the country, with a presence over 4 lakh outlets.
The brand has come a long way in twenty-five years of its existence. It has transformed from an ethical brand of sugar substitute for diabetic patients to a lifestyle brand for the calorie-conscious, busy, and healthy lifestyle-seeking urban dweller.
Sugar-Free is identified with and virtually is the category that has gained strong equity amongst consumers, retailers, and health experts.
Speaking about future launches, Arora said, "We are launching two products on e-commerce first, and will then take them to mass general trade. It will be in the personal care space."
He refrained to reveal the details and names of the products.
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