Through Rasna Masala Orange, the company has taken a significant step towards innovation in India’s beverage landscape by creating a new category of spicy fun drinks.
Spicing up things this summer, Rasna, world’s largest soft drink concentrate player with availability in 53 countries and 1.6 million outlets across India, today announced the launch of Rasna Masala Orange, a new spicy drink flavour with actor Kareena Kapoor Khan as its brand ambassador. Through Rasna Masala Orange, the company has taken a significant step towards innovation in India’s beverage landscape by creating a new category of spicy fun drinks.
Speaking on the launch of Rasna Masala Orange and association with Kareena Kapoor Khan, Mr. Piruz Khambatta, Chairman & MD, Rasna Pvt Ltd, said, “Over the years, we have unveiled unique, healthy and delicious fruit drink based flavours at affordable pricing. Rasna Masala Orange is healthy, got a unique spicy taste with well-known Rasna Nagpur Orange flavour. Kareena Kapoor Khan is a critically acclaimed actor, fearless and believes in quality. As we venture into this new era of spicy drinks, our association with Kareena Kapoor Khan as the brand Ambassador of Rasna Masala Orange will help reach out to more consumers.”
On her association with Rasna and tasting Rasna Masala Orange herself, Kareena Kapoor Khan, said, “Be it in spicy burgers, pizzas or sandwiches, everyone in India is used to a spicy palette. It is for the first time in the country, we have a spicy soft drink in the form of Rasna Masala Orange. I am proud to associate with Rasna as they are giving India a chatpatta orange drink that all of us love. Rasna Masala Orange is a great digestive, appetiser for the tastebuds which grownups and kids can drink anytime or on any occasion.”
Rasna Masala Orange is a unique product created for the very first time by any company through an innovative combination of real juice with spices such as Black Pepper, Cinnamon, Ginger, Cumin, Red Chillies, Mint and Fennel Seeds. It took Rasna more than six months to get the right combination as part of its R&D efforts supported by extensive consumer research. Rasna Masala Orange will be available in four pack sizes comprising of 32 glass pack at Rs.40/-, 12 glass pack at Rs.10/-, 1 glass at Rs.5/- and 1 glass at Re.2/- (without sugar)
Remarkably, Rasna has not increased the MRP of its product from its launch in last few years and is still available at Rs.2.37p per glass. In a research done by a well-reputed National Research agency, Rasna stood out with the highest recall orange drink - aided and unaided recall, which is another great achievement.