Parag Milk launches 'Slurp', a mango fruit milk juice

Dairy products maker Parag Milk Foods has expanded its product range with the launch of "Slurp", a mango fruit milk juice, as part of plans to become one of the largest FMCG dairy organisations, a top official said.

The Mumbai-based company, which retails several dairy products including cheese, ghee, unveiled "Slurp" priced at Rs 20 for a 200ml pack.

"Slurp" is made from alphonso mangoes with milk and will be available in Mumbai, Kanpur and Chennai.

Devendra Shah, Chairman, Parag Milk Foods, said, "Two years ago we launched butter milk (here). We are coming again with one of the best fruit juices, Alphonso mango based fruit juice Slurp."

He further added, "We want to become one of the largest FMCG Dairy organisations and will focus on health and nutrition (segments)."

The company has two manufacturing facilities at Manchar, Pune and Palamaner in Chittoor district, Andhra Pradesh.

Parag Milk Foods Ltd., Chief Marketing Oficer, Mahesh Israni said the company had "technology" at the Palamaner factory to manufacture the fruit juice drinks. "We are making fresh milk, yoghurt, UHT milk at Palamaner (factory)".

The domestic fruit drink market is valued at Rs 10,219 crore of which juice segment constitutes Rs 7,150 crore.

He said "Slurp" would be available in Chennai, Kanpur, Mumbai initially and would be expanded "nationally".