Food & Beverages

Kraft Heinz Reviving Complan with the Original Complan Boy


In the aftermath of GST roll-out the entire FMCG sector took a large hit, and few companies have shown growth, if at all. Kraft Heinz, the makers of Glucon-D, Heinz Tomato Ketchup and Complan are confident to achieve a double digit growth in the coming fiscal year. The first of their strategy is the revival of their famous brand COMPLAN, and they intend to do it by roping in Sourav Ganguly as their brand ambassador.

Talking to Mr. Sankalp Potbhare, The Managing Director of Heinz India, He stated “the entire FMCG industry was impacted last year due to GST. This year we are confident to get back on full steam and healthy double digit growth. The green shoots are already visible with GST processes getting streamlined and rural markets picking up. Consumer demand is almost back to pre-demonetization days though some pockets like wholesale are yet to pick up fully”. Complan is the second most popular product of Heinz.

When asked about the regions of Complan’s revival the company spokesperson mentioned West Bengal and Tamil Nadu as the two major states as their focus initially as these states combined contribute for one-third of the market. The company says the launch of Complan will be in two phases. In the initial phase the company has tied up with famous television show “Dadagiri” in West Bengal and collaborated with Kolkata’s popular band Chandrabindoo to compose a song on Complan’s new brand philosophy. The second phase shall be unveiled at a later stage of their strategy.

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