Rasna Pvt. Ltd., one of India’s leading beverage manufacturers, has expanded its ready-to-drink (RTD) fruit beverage portfolio with the nationwide launch of a new one-litre Jumpin family pack aimed at meeting the growing demand for premium fruit-based beverages.
The newly launched beverage contains high fruit content and is fortified with 10 essential vitamins and minerals. It expands the company’s existing Jumpin range, which already includes 125 ml and 200 ml packs.
The company said the product will be packed in Tetra Pak cartons manufactured in India under the ‘Make in India’ initiative and will be available across the country through modern retail outlets, e-commerce platforms, quick-commerce services and traditional retail stores.
Announcing the launch, Rasna Group Chairman Piruz Khambatta said the company aims to provide international-quality fruit beverages at affordable prices while supporting the ‘Make in India’ initiative. He said all fruits used in Jumpin are sourced and processed within India and packed using domestically manufactured Tetra Pak packaging.
Khambatta said the company has focused on delivering better taste, real fruit content and essential nutrition. He added that the specially developed Orange variant has been designed keeping children’s taste preferences in mind.
As part of the launch campaign, Rasna is reviving Jumpin’s rapper-led advertising format through a new marketing campaign featuring a young boy and a rapper in a contemporary storyline intended to strengthen consumer engagement.
The company will support the launch through television advertisements, outdoor campaigns, digital video promotions and advertising across OTT platforms, including JioCinema/Hotstar, ZEE5 and YouTube, besides social media campaigns on Instagram and other digital platforms.
Tetra Pak South Asia Managing Director Cassio Simões said Indian consumers are increasingly seeking safe, convenient and high-quality beverage options. He said the new one-litre Tetra Pak carton has been designed to meet the evolving needs of modern households while supporting India’s growing food and beverage sector.
According to the company, the new Jumpin range targets parents looking for nutritious beverage options for children as well as urban consumers seeking vitamin-rich refreshments for everyday consumption.
The one-litre family pack is available in Litchi, Mixed Fruit and Orange flavours and is fortified with 10 essential vitamins, including Vitamin C.
The company has also launched extensive trade promotions, product sampling programmes and digital campaigns to support the nationwide rollout.
The new one-litre Jumpin family pack has been priced at ₹110. The company will continue to offer its 125 ml packs in Mango, Litchi and Orange flavours at ₹10 each and 200 ml Tetra Pak cartons in Mango and Mixed Fruit variants at ₹20. [KNT]
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