Parle Products forays into cereals category

On September 16, 2021, Parle Products, India’s one of the leading biscuits, snacks and confectionery manufacturers, announced its entry into the cereal segment, a new category for the company.

According to a statement released by Parle Products, the company has expanded ‘Hide & Seek’, its popular brand in the cereals category.

The company stated that through 'Hide & Seek Fills', it aims to manufacture nutritious cereals to offer more options for breakfast and reinforce its product portfolio for consumers across all age groups.

The company stated that as per its understanding, a lot of individuals desire breakfast cereals as healthy choices for themselves and their children. By expanding Parle’s portfolio, the company aims to offer its consumers healthy and quick breakfast options.

Parle Products Senior Category Head, Mr. Krishnarao Buddha, said, “The company’s entry into the breakfast cereal market is expected to offer a new perception of the values and attractiveness represented by the ‘Parle Products’.”

Hide & Seek Fills will endure the ironic chocolaty experience built by Hide & Seek.

The company added, “To establish on the legacy of quality and experience, the company plans to have its premium 'Platina' range with a mix of indulgent and healthy offerings into the newly launched segment.”

In June 2021, Parle Products, that is estimated to have one of the largest distribution reaches, at ~8 million outlets, had announced its entry into the Aata (flour) segment.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.