Parle Products enters cereal category with Hide & Seek Fills

Parle Products, India's leading biscuits, snacks and confectionery manufacturer, announced its entry into the cereals category with the launch of 'Hide & Seek Fills'. The company aims to produce highly nutritious cereals for an energizing breakfast and strengthen its product portfolio for consumers in all age groups. To build on the legacy of quality and experience, the company's premium 'Platina' range will bring an exciting mix of healthy and indulgent offerings into the newly launched segment.

According to the company, Hide & Seek Fills will continue the renowned rich chocolaty experience established by Hide & Seek, the iconic Chocolate Chip Cookies, which debuted in 1996. The new product will take advantage of the kids snacking market opportunities by providing 50% premium chocolate filling to satisfy hunger pangs, serve as a quick breakfast, and offer a quick sumptuous snack.

With the new category introduction, Parle Products will bring innovation to the line of breakfast cereals while providing affordable products to customers without compromising on health or taste. Hide & Seek Fills, offered at Rs 10 packs across India, is the first step in expanding the cereal category.

Speaking on the launch, Krishnarao Buddha, senior category head, Parle Products, said, "Our deep knowledge of consumer behavior and patterns has enabled us to meet the consumers where they are today. Our understanding indicated that many people prefer breakfast cereals as healthy options for themselves and their kids. By extending Parle's portfolio, our goal is to provide consumers with quick and healthy breakfast choices. Our entry into the niche breakfast cereal industry will give a fresh perception of the values and character represented by the 'Parle Products' name."

"The new product - Hide & Seek Fills' crispy and melt-in-your-mouth experience will incite a luxurious experience and we are confident that consumers will love to have 'Hide & Seek Fills' as their preferred breakfast option. As a purposive approach with this launch, we intend to expand our reach and showcase continued commitment towards our customers."

Within the consumer products market, Parle Products has one of the highest reaches in terms of distribution at about 8 million outlets. In June this year, the company also entered the Aata segment.