One of the most interesting brand innovations I have seen recently has been from Sugar Free Natura. It began with positioning itself as a healthy sugar substitute for all health-conscious people and not just diabetics who need to avoid sugar. And then Sanjeev Kapoor appeared in their brand communication, advocating the use of Sugar Free Natura in place of sugar in common Indian desserts – suggesting actual recipes using the product.
And now they have Sugar Free Natura in two new flavours – Ginger Masala and Lemon Mint as tea additives. I was excited when I first saw the print ads and then I tried the Ginger Masala (I got a free sample sachet) and loved it. A superb product innovation – I especially like the idea since I think sugar substitutes wok better with tea than coffee (I’d rather have my coffee sugarless than add a substitute to it!) and delivered very well in its final form, I think.
I had a look at their website and found it pretty interesting too – lots of stuff for the tea-lover including fun recipes. I am now waiting to see how well they promote these variants.
And speaking of the brand, I like the latest ad for Sugar Free Gold too featuring Bipasha Basu (super fit in teeny weeny shorts) taking the brand from health to another level of fitness. “fitness ke baare me hum bahut sochtey hain” – We think a lot about fitness – the diet that goes for a toss at the first sign of laddu, that morning walk that is sacrificed for more sleep… So, why not take that first step – read, short cut – to fitness by switching to Sugar Free Gold? I like, I like – good advertising based on solid consumer insights.
I have used their energy drink powder (from Sugar Free – the mother brand) in the past and oh, I recently saw a print ad for Sugar Free iced tea – I have not yet seen the product in the market but I plan to watch out for it (don’t blame me, I just like what the brand is doing!).