Alpenliebe makes a chatpata splash with the launch of Alpenliebe Chatpata

Perfetti Van Melle India has entered the tangy (Chatpata) fruit candy segment with the launch of ‘Alpenliebe Chatpata’. The launch of Alpenliebe Chatpata marks yet another innovation by Perfetti Van Melle. Available at Re 1, the new variant has a slurpy chatpata mango shell and liquid filled core leading to a burst of tangy flavour. The new campaign for Alpenliebe Chatpata is being aired across leading TV and digital channels.

The communication idea for Alpenliebe Chatpata builds on Alpenliebe’s strategy of communicating to the entire family, in line with the brand’s purpose of bringing hearts closer. Light-hearted banter, wit and a ‘chatpata’ twist add moments of laughter to the great Indian family’s everyday moments!

Boman Irani reprises his role as the family patriarch. In this story, he pops an Alpenliebe Chatpata, and then proceeds to nonchalantly pull his son’s leg aSpeaking about the new launch, Rajesh Ramakrishnan – Managing Director of Perfet ..

Read more atenting its path to innovation, Perfetti entered the jelly category with Alpenliebe juzt jelly in 2012. To everyone’s delight, this fruit shaped jelly offering was soon to become the reason behind the proliferation of jelly, as a category in India. The product was able to capture the consumers imaginations across age groups. Its luscious texture combined with the goodness of real fruit, makes this irresistible offering hard to ignore. Te communication for the brand further complements its irresistibility. The tagline for the brand is simply mast jelly, because that’s hprecisely what it is.Further cementing its path to innovation, Perfetti entered the jelly category with Alpenliebe juzt jelly in 2012. To everyone’s delight, this fruit shaped jelly offering was soon to become the reason behind the proliferation of jelly, as a category in India. The product was able to capture the consumers imaginations across age groups. Its luscious texture combined with the goodness of real fruit, makes this irresistible offering hard to ignore. The communication for the brand further complements its irresistibility. The tagline for the brand is simply mast jelly, becausAlpenliebe is a hard candy brand launched by the company Perfetti Van Melle in Europe during the 1970s. The word literally means “Alpine love” in German language and the brand owner company was formed with the merger of two renowned confectionery brands of the world, Perfetti from Italy and Van Melle from Netherland in 2001.

The company is headquartered in Schiphol at Netherlands and is the third largest confectionery brand in the world. It has over thirty subsidiary companies, and it manufactures and supplies its wide range of products in over 159 countries all over the world. The world-famous candy came to India in 1995 along with other popular confectioneries of the company. The Indian arm of the company was named Perfetti Van Melle India (PVMI) and its product offerings accounted for about 25% share of the rupees 3,700 Crore non-chocolate confectionery market of the country.

Alpenliebe emerged as the leading sugar-based candy brand in the Indian market and accounted for bulk of PVMI’s revenue in the country.e that’s precisely what it is.Perfetti was already an established brand by the time it launched Alpenliebe in the European market. The parent company was owned by two brothers named Ambrogio and Egidio Perfetti. They started a sweet-producing unit in Lainante, near Milan in Italy named Dolcificio Lombardo during the year 1946.

They were successful in creating a name for themselves in the country in the next two decades and subsequently decided to expand into other products like chewing gum apart from sweets and candies in the 1950s. As a part of their ever-growing repertoire of products, many popular brands came into being throughout the 1960s and 1970s, Alpenliebe being one of the prominent ones.