Launches Norway’s No. 1 confectionery brand – Laban – for the first time in India
Orkla Group, the Norwegian leader in branded consumer goods and parent company of MTR Foods Pvt. Ltd., today announced the company’s foray into the Indian confectionery category with the launch of Laban – a specially crafted human-shaped, non-sticky, 100% vegetarian, fruit flavoured
chew. The brand’s entry also marks the first product from the company’s portfolio in the confectionary category.
Laban – Norway’s number 1 confectionery brand from Orkla, will be manufactured and distributed by MTR Foods Pvt. Ltd. in India. Extensive research was undertaken to arrive at a formulation that would not only suit the discerning Indian consumer preferences but also retain the brand attributes i.e. the stretchy, chewy quality of Laban and its unique human shape. The product proposition has been localized to make it a 100% vegetarian confectionary with a range of popular Indian flavors such as Strawberry, Mango, Green Mango and Orange.