Frooti to get a makeover

KOLKATA: Parle Agro, a leading player in the country���s mineral water, confectionery and beverage business, has firmed up plans to reposition its 24-year-old mango drink brand ���Frooti��� in the summer of 2009-10.

The company has decided to invest Rs 10 crore in the next fiscal on the brand and has roped in Creativeland Asia (CLA) to work on the repositioning exercise, which will see Frooti in a repackaged look.

Parle Agro director Nadia Chauhan said: ���With Frooti, consumers have never had a dull moment. Through out its 24 years of existence, the brand has innovated all along the way, be it brand communication, pack design or ad campaigns.

This summer, Frooti will undergo a complete makeover. Mangoes are perhaps the only fun fruit with which many consumers��� childhood memories are associated.���