FMCG Branding Bug Bites Future Group

Last week covered how Heritage Foods / Fresh @ has launched its own private labels in the Dairy products category. Now its Pantaloon Retail / Future group which is venturing into building FMCG brands. They will be taking their food and beverage private label venture to the next level.

Subham Ray, GM of Future Brands said,

Future group has several private labels retailed through Food Bazaar outlets. These brands were first introduced under the Food Bazaar brand. Having realized the potential of these products, we have taken away the store's name from the main label and have maintained only at the back, so as to give these products a treatment of proper FMCG product line.

Private Labels from Future group in this category are,

• Fresh-n-Pure - Dairy products - Butter and Ghee
• Tasty Treats - processed food - Jams, Snacks, Namkeens, Pickles
• Care Mate - Home care products
• Clean Mate - Cleaing products from diapers to dish washing bars

The idea is to promote these brands and develop them like independent FMCG products. The biggest consumer attraction factor is pricing 8-10% below the prices of competitors. Pre-Diwali cleaning is a big event across house holds and thus Pantaloon Retail plans to introduce - Clean Mate as an FMCG brand within the next few days.

They are also preparing a blue print to launch Tasty Treat. You can recall that Big /Food Bazaar stopped retailing Frito Lay brand and thus Tasty Treat is a well accepted brand in the market now.