Dr Morepen Ltd, the subsidiary of the Rs 430 crore Morepen Laboratories Ltd, has added some more new products to its bouquet. Among these are Y-Sugar (low-calorie sweetener) and Dab Gel (digestive syrup in two flavours - mint and orange).
High demand for its powder drink, C-Sip, has prompted Morepen to consider launching the product in bigger packs, possibly 200 gm glass bottles, next month. C-Sip was launched in single-use sachets. Dr Morepen will also bring in more flavours in C-Sip, in order to capitalise on the winter season.
"We do not want to limit C-Sip just to summers. As there are certain winter-specific flavours that one likes to consume during those months," Kartik Raina, managing director, Dr Morepen, said.
Although the flavours have not been finalised yet, the company is toying with various winter fruit-based flavours including banana, apple, orange, grape, jamun, and pineapple, it is reliably learnt. The new flavours are expected in October. Also on the cards is a C-Sip variant, minus the glucose, targeted at diabetics and health conscious people.
Dr Morepen has also entered the aspartane category with its Y-Sugar. Launched recently, the product has been rolled out in four different colours in a slim pack size of 50 tablets priced at Rs 25 each. "The colours have been created in order to make a style statement while both the packaging and the smaller pack size compared to competitors. These would work as differentiators in the category which does not offer much option as far as the taste is concerned," said Raina.
The current packs are aimed mainly at the person on-the-move but larger pack sizes are also on the cards aimed at home use. The aspartane category is estimated at Rs 40 crore, dominated by brands such as Sugar Free (53 per cent), Equal (23 per cent) and Sweetex (14 per cent). With Y-Sugar, the company aims to capture 3-4 per cent share by March 2003.
The commercials for Y-Sugar, created by Ogilvy & Mather would break by July-end with the catchline - 100% pleasure, 0% guilt.
