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After branded atta, Parle Products now forays into cereal category

The company strengthens its product portfolio with nutritious cereals

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Mumbai: After making its foray into the branded atta segment, Parle Products which specialises in biscuits, snacks, and confectionery has now announced its entry into the cereals category with the launch of ‘Hide & Seek Fills’.

The company aims to produce highly nutritious cereals for an energising breakfast and strengthen its product portfolio for consumers in all age groups. The new product will take advantage of opportunities in the kids snacking market by providing 50 per cent premium chocolate filling to satisfy hunger pangs, serve as an immediate breakfast, and provide a quick sumptuous snack.

According to the company, 'Hide & Seek Fills' will continue the rich chocolaty experience established by 'Hide & Seek', a kind of Chocolate Chip Cookies, which debuted in 1996. The company's premium ‘Platina’ range will bring the new mix of healthy and indulgent offerings into the newly launched segment. With the new category introduction, Parle Products will bring innovation to the line of breakfast cereals while providing affordable products to customers without compromising on health or taste. Hide & Seek Fills, offered at Rs. 10 packs across India, is the first step in expanding the cereal category, it said on Thursday.

Parle Products senior category head Krishnarao Buddha said the company’s deep knowledge of consumer behaviour and patterns has enabled it to meet the consumers where they are today. “Our understanding indicated that a lot of people prefer breakfast cereals as healthy options for themselves and their kids. By extending Parle’s portfolio, our goal is to provide consumers with choices on quick and healthy breakfast. Our entry into the niche breakfast cereal industry will give a fresh perception of the values and character represented by the ‘Parle Products’ name," he said.

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