Indian food market experimenting with new flavours: Datamonitor

The Indian food and beverage industry is going through a novelty-driven phase with the launch of bubble gums that double as candies, and cream biscuits presented in bubblegum flavors, says the product launch analytics team at Datamonitor.

Two new products, the Horlicks Bubblegum Flavored Cream Biscuits and Big Babol Filifolly Gum launched in the Indian markets recently echo the thought.

GlaxoSmithKline Consumer Healthcare had launched newly rolled-out cream biscuits in bubblegum flavour under its Horlicks brand, which the company claims are high in calcium and the creams are free of trans-fat and artificial flavours.

The Big Babol Filifolly Gum, a 2-in-1 candy and gum, was rolled out in two flavours strawberry and fruits flavour with the tag line of ''First It's Cotton Candy Then It's Bubble Gum.''

The Filifolly candy gum is already available in Europe and many other countries, where it proved to be a success.

Though a relatively novel flavour on the Indian market, bubblegum flavoured products are not new to Indian consumers, due to the rampantly increasing availability of imported products, says Datamonitor.