INDIA: IG International strengthens avocado strategy


Leading Indian fruit trader IG International is continuing its avocado drive in India with the launch of Hass prepacks from New Zealand, amid hopes more consumers will incorporate the fruit into their cooking.

 

The latest promotion centers on a budget-priced avocado pack targeting Indians, many of whom many not be very familiar with avocados, and helps people understand the health benefits of the fruit.

 

It follows IG International teaming up with New Zealand’s largest avocado exporter, Avanza, to supply and expand the avocado category in India as part of a long-term strategy.

 

Following the launch of the Avanza avocados in the South East Asian market, IG International is marketing, packing and distributing the contemporary new pack.

 

The new pack is endorsed by Indian celebrity chef and restauranteur Kunal Kapur, who also hosts and judges on India’s version of television show Master Chef.

 

“Avocado interestingly blends with everyday Indian meals, the soft buttery texture and nutty flavor goes really well with many traditional dishes such as Bhel Puri and Tawa Pulao, they also blend seamlessly with curries,” Kapur says in a release.

 

IG International is promoting a health message that avocados act as a ‘nutrient booster’ by enabling the body to absorb more fat soluble nutrients, such as alpha and beta-Carotene and lutein, in foods eaten alongside the fruit. It also pushes avocado consumption for expectant mothers and weight watchers.

 

“This trendy new look has redefined the launch of the New Zealand avocados,” IG International director Tarun Arora says.

 

“The pack of two avocados is not only a budget pack but also gives details about how and when to consume the fruit with details of the ripening procedure.

 

“It also contains a recipe from a well-known chef Kunal Kapur.”

 

Each pack contains two 500 gm (1.1lbs) avocados and a brochure explaining ripening stages, a recipe, and competition to winner a dinner date with Kapur.

 

The packs are on sale throughout India’s major retailers in metro cities like Mumbai and Kolkata.

 

Source: Fresh Fruit Portal




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