Allied Blenders and Distillers (ABD), a leading spirits company, has forayed into the fast growing ready-to-eat snacks market, and launched its flagship brand Officer’s Choice Snacks.
Said Deepak Roy, Vice Chairman and CEO, ABD Group, said, “We are now moving into the zone of brand extensions with this foray into ready to eat snacks.”
The snack is available in 15,000 outlets or so, in three variants of Potato Crisps and a variant each of Moong Daal and Masala Peanuts.
Products are available at Western Maharashtra in places like Pune, Nashik, Solapur and Kolhapur. The company plans to extend distribution to rest of Maharashtra, Andhra Pradesh, Karnataka, Gujarat, Madhya Pradesh, Haryana, Punjab, West Bengal and North East markets by the end of the year
The company, which sells various liquor brands including Officer’s Choice Whiskey, has entered the snacks segment in view of the fact that snacks and alcohol are a good pairing, and complement each other.