Dharampal Satyapal (DS) Group has extended its food and beverage brand basket, Catch with the launch of international range of seasonings and flavoured salts, under the name, Catch Miniz.
Catch Miniz range offers nine variants, Italian Treat, Malabar black pepper, Tangy Snacky, Xtra Spicy, Meal Magic, Salad Surprize, Paprika Punch, Salt-Lite and sliver flakes. The range is available in an assorted pack of 9 in 1 with a recipe booklet, priced at Rs 200.
The new international seasonings range come in a portable, easy-to-handle packaging, which can be carried and used anywhere, anytime.
Say, OP Khanduja, Associate Business Head, DS Ltd, “Based on changing lifestyles and market dynamics, it was decided to introduce a new product line in the spices and seasonings category which provides an option of customising one’s food ‘on the go’. Catch Miniz can be used by adults and children whether at home or outside for adding flavour and taste to whatever food they are having, as it comes in a convenient, and portable packaging. Moreover, the formulation has been developed to provide the maximum results through the use of lesser quantities of each product.”
He adds, “This product range is aimed at the upper middle class and upper class consumers, who are aware of international trends, well travelled, and experimentative regarding food and have relatively higher disposable income. Therefore it required a different brand imagery in comparison to the existing brands under Catch, so it was decided to launch it under a new brand of “Catch Miniz”, which will have a premium brand imagery and will also justify its brand name through its offering of miniaturised version of seasonings dispensers.”
The company does not plan to launch the range in individual big packs but will introduce new variants. Khanduja says, “In the future we are not looking at launching larger pack sizes because it will go against the basic premise of Catch Miniz as a brand which offers convenience, portability and mobility through innovative miniaturized packing which can be used not only at home but can be carried outside to offices, schools, while travelling etc.”
He shares that based on the market feedback, the brand will add more variants to the range over next few months.
