Rasna, Pioma Industries’ soft drink concentrate brand has added to its snacks portfolio with the launch of Rasna Vitos. This is part of the company’s strategy to earn a revenue of Rs.250 crore in the snack category.
Rasna Vitos are snacks specifically made for children; they are made with ragi and wheat. The company has invested Rs.100 crore in Vitos. Commenting on the launch, Piruz Khambatta, the chairman and MD of Rasna said “We want to create a new category of healthy snacks. Unlike fried chips and namkeens that contain 40% fat, Vitos is baked and made with Ragi and wheat with 14 nutrients.”
Vitos is already available in India and will be launched in companies like Nepal, Sri Lanka and Bangladesh by the end of 2017.
The launch of Vitos is part of Rasna’s foray into baked snacks; it’s looking at gaining 250 crore out of the Rs.5000 crore snacks market in India over the next few years.
The company already manufacturers fruit drink concentrates, fruit jams, teas, pickles, chutneys, ready-to-and ready to eat curries.