Candy sales are on the fast track, thanks to hard-boiled candies (HBC) such as Mango Bite, Pulse Candy and Alpenliebe that are pushing the Rs 6,000-crore sweet candy market to grow at 1.5 times the FMCG industry growth in the country .
Despite constituting a third of the total candy market, the hard-boiled segment is witnessing heightened traction due to entry of new players and innovation. For instance, Dharampal Satyapal (DS) Group’s Pulse Candy reached Rs 100 crore within just eight months of its launch, its maker said, equalling the record of Coca-Cola’s diet drink Coke Zero.
Industry experts said, Pulse Candy , a kaccha aam (raw mango) hard boiled candy with a tangy salt filled centre, was one such innovation. “We launched it at Re 1.Other companies followed suit. Before that, everybody was selling 4gm hard boiled candies for 50 paise,” said Shashank Surana, VP, new product development, at DS Group, the maker of Rajnigand ha pan masala, Pass Pass and Catch spices.