The new Hajmola Yoodley will be available in six different variants – Awaara Aam Panna, Nimboora Shikanji, Go Goa Guava, Jhakaas Jaljeera, Golmaal Golgappa & Kabhi Kala Kabhi Khatta.
The ready-to-drink beverage will be available in a 250ml pack, priced at Rs 30. Hajmola Yoodley comes in very colorful and stimulating packaging, the company claimed.
Hajmola is currently used to name the company’s digestive tablets.
“From its birth as a digestive tablet in the 1970s, brand Hajmola was later extended to the candy market,” said Dabur India Ltd Marketing Head-Foods Mr. Sanjay Singal
“The previous year saw the brand strengthening its presence in the Confectionery space with the launch of Hajmola Chuzkara. Hajmola Yoodley is the latest example of Dabur’s continued focus on innovation to drive strong growth. The product, with its amazing taste & bold communication, would stand out in the ready-to-drink beverage category.”
Hajmola Yoodley comes with the same unique chatpata (Khatta Meetha) taste experience of Hajmola.
A new 360-degree campaign, encompassing print, outdoor and digital, would soon be launched to communicate the new introduction. Dabur will undertake both above-the-line and below-the-line activities to promote the new brand. There would be a host of activities ranging from promotions in colleges and offices to aggressive in-market merchandising.