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American<a href="http://www.businessinsider.in/searchresult.cms?query=chewing+gum&amp;sortorder=effectivedate"> chewing gum</a> legend, <keyword id="208433" type="COMPANY" weightage="100" keywordseo="Wrigley">Wrigley</keyword>, a subsidiary of Mars Inc., has launched <keyword id="3633527" type="UNKNOWN" weightage="100" keywordseo="doublemint-mints">Doublemint Mints</keyword>, a sugar-free product in the country. With the new launch, the company is entering the freshening space in India, a segment it rules globally. 
 India is the first country to have launched this version of Doublemint <keyword id="1592528" type="UNKNOWN" weightage="100" keywordseo="Mints">Mints</keyword>, which are available in two flavors - peppermint and spearmint - and are priced at Rs.10 for a 15-piece-product. The company will start launching the product in key metro cities, starting off with <a href="http://www.businessinsider.in/searchresult.cms?query=bengaluru&amp;sortorder=effectivedate">Bengaluru</a>. 
 The company developed the mints at its <keyword id="431344" type="ORGANIZATION" weightage="100" keywordseo="RD-Centre">R&amp;D centre</keyword> in its Bengaluru plant, but will be producing the same at its facility in Baddi, Himachal Pradesh. It took them over nine months to bring the sugar-free product to the table. 
 Speaking at the launch, <keyword id="1930640" type="UNKNOWN" weightage="100" keywordseo="MV-Natarajan">MV Natarajan</keyword>, managing director, <keyword id="229357" type="COMPANY" weightage="100" keywordseo="Wrigley-India">Wrigley India</keyword> said, "Breath freshening is a fundamental need of confident living. In today's life, people spend most of their time outside home, and on-the-go freshness is all they crave for - it gives them the confidence to make a good impression on others, and lets them feel more welcome in social interactions. Wrigley India's Doublemint Mints is the perfect solution for on-the-go freshness - the sugar free Mints offer an instant freshening effect and its sleek and cool pack ensures on-the-go benefit. With Doublemint Mints, our consumers are sure to feel more confident to participate in life and make connections. This is for the first time that Doublemint® will be entering a non-gum segment in India, a segment that is globally the fastest growing. We at Wrigley are very excited about this launch and are positive that our consumers will love Doublemint Mints." 
 
Image credit: Indiatimes

Wrigley has a new 'minty' surprise for India

What may perhaps be India's contribution to what's considered the best-selling chocolate bar in the world? Peanuts! The crunchy taste in Snickers will soon be Indian as <keyword id="237779" type="COMPANY" weightage="80" keywordseo="Mars-Incorporated">Mars Incorporated</keyword>, which makes the $2-billion chocolate bar brand, plans to source peanuts from Saurashtra for markets right from India and Middle East to South East Asia and China. 
 "From a quality perspective, it is very critical to gpeanuts of a particular variety. We are developing it with a couple of vendors based out of Saurashtra," Mars International India <keyword id="6460379" type="POSITION" weightage="80" keywordseo="general-manager">general manager</keyword> MV Natarajan said. "India can even be the largest sourcing hub for peanuts," he said. 
 Mars currently does a bulk of peanut sourcing for Snickers bars - which come stuffed with peanuts - from <keyword id="5927" type="COUNTRY" weightage="80" keywordseo="Argentina">Argentina</keyword>. 
 
For companies, low level of aflatoxins, a type of toxin produced by molds that grow on peanuts and corn among others, is the deciding factor. While Mars follows a strict benchmark of 4 parts of aflatoxins per billion (ppb), the Indian benchmark of aflatoxin is around 30 ppb, while it is 10 ppb in the US. 
 Despite India being the world's second-largest <keyword id="6356809" type="POSITION" weightage="80" keywordseo="producer">producer</keyword> of peanuts with nearly six-million tonnes annually, its share in the global market is restricted to raw peanuts, with negligible contribution in value-added products like peanut butter. 
 
Mars has teamed up with Gujarat-based Khedut Feeds to help farmers in Saurashtra produce high-quality peanuts with global expertise and best practices. 
 "Over the last few years, we have started an initiative - Project Saurashtra - by partnering nearly 40,000 farmers to educate them on growing high quality nuts and have better crop yield," said <keyword id="975823" type="COMPANY" weightage="80" keywordseo="Tushar-Patel">Tushar Patel</keyword>, <keyword id="2808110" type="UNKNOWN" weightage="80" keywordseo="director-at-Khedut-Feeds">director at Khedut Feeds</keyword>. Last month, Mars Inc - which also owns M&amp;M's, Twix, Milky Way and Bounty brands - announced it will <keyword id="47916" type="UNKNOWN" weightage="80" keywordseo="invest">invest</keyword> $160 million to open its first chocolate plant in India. 
 A year ago, <keyword id="2807967" type="UNKNOWN" weightage="80" keywordseo="AgroTech-Foods-Limited">AgroTech Foods Limited</keyword>, an affiliate of <keyword id="399082" type="ORGANIZATION" weightage="80" keywordseo="ConAgra-Foods-Inc">Conagra Foods Inc</keyword>, announced the opening of its manufacturing unit near Bharuch in Gujarat to start local production of its Sundrop peanut butter for the first time in India. But not many companies are interested, say experts. 
 "Farmers in India hardly use latest infrastructure or technology that helps produce export quality peanuts," said <keyword id="195274" type="PERSON" weightage="80" keywordseo="Sanjay-Bajaj">Sanjay Bajaj</keyword>, MD of Ahmedabad-based <keyword id="156468" type="COMPANY" weightage="80" keywordseo="Bajaj-Food-Products">Bajaj Food Products</keyword>, one of the first peanut butter manufacturer and exporter in the country. "Unless global companies partner them and bring best global practices, it is difficult to match other countries despite low prices in India," he said. 
 
There are other issues, too. Peanuts production is highly vulnerable to rainfall deviations and display huge fluctuation between years. Also, the domestic consumption is huge for peanut oil, and just 5-7 per cent of peanuts get exported to other markets.

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Wrigley has a new 'minty' surprise for India

Poulomi Das

Now peanuts for your favourite Mars bars will come from India's Saurashtra

BI India Bureau

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