- Parle Products, which discontinued the hard-boiled candy with cola flavor in 2006, is bringing back Rol-A-Cola based on social media customer reaction.
- Major Biscuits and confectionery brand Parle Products are expecting their Rol.a. Cola candy to clock revenues of approximately 100 crores, accounting for 10 percent of their total turnover in the first 12 months after a 13-year gap,
Major Biscuits and confectionery brand Parle Products are expecting their Rol-A-Cola candy to clock revenues of approximately 100 crores, accounting for 10 percent of their total turnover in the first 12 months after a 13-year gap, according to a senior official business.
“A brand comeback based on consumer demand using social media interaction as a platform is a very significant one in the marketing of Parle Products…In the short term we should be able to achieve a number of around 200 tonnes a month of sales (of Rol-A-Cola),” said Parle Products Senior Category Head Marketing Krishna Rao.
In terms of value, he said the firm is looking at revenues of about 50-60 crore over the remaining portion of the ongoing fiscal period. The company is expecting overall Rs. 100 crore of sales from the relaunch of Rol.a.Cola. The confectionery business of Parle contributes 13-15 percent of the entire business. After starting the manufacturing of the candy in mid-September, the distribution has started and the company is planning to reach at least 5 lakh shops in the first six months.
The company had been looking for 10,000 retweets to take it back in February this year after a social media user tweeted requesting Parle Products to take back Rol.a. Cola candy.
In reaction, the consumer-driven campaign #BringRolaColaBack went viral and secured more than 7.11 lakh impressions on Twitter.
“After 13 years, we felt there seemed to be room for this brand again and we’re willing to listen to the voices of consumers. We felt we shouldn’t have stopped it and it should have remained a chance for a much bigger brand,” Rao said.
Despite the discontinuation of Rol.a. Cola in India, all these years Parle Products continued to sell it in Africa and the Middle East.
The firm has added new capacities for Rol.a. Cola at its current Indore plant in perspective of the brand’s relaunch.
“Depending on the demand, we will decide whether or not to set up a fresh plant and spread it to certain geographies. If in the next six months, we receive 40-50 percent of revenues from specific geography (in India), it will make sense to set up a plant to meet the demand and also save time and cost of transportation,” Rao said.
He said the new Rol.a. Cola will maintain current product formulation and features, but packaging has been upgraded, which looks “far more lively” to match millennials ‘ preferences, which are the main target.
I am more than excited to see my favorite candy back in the market and I hope this is not discontinued. But again, we have social media to bring it back. More power to you Social Media.