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    M&M Plans to Launch Fresh Fruit Brand Saboro

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    Mahindra & Mahindra is planning to launch its fresh fruit brand Saboro – which means ‘taste’ in Spanish – early next month, according to media reports.

    Report said that the company has tied up with food retailers such as Godrej Nature’s Basket, Heritage Foods, and is in talks with Reliance Fresh.

    The launch will kick off with branded apples sourced from Kinnaur in Himachal Pradesh.

    "Consumers want consistent quality, backed by a trusted brand and are willing to pay a 5-10 percent premium," said Ashok Sharma, Chief Executive, Agri and Allied Business, M&M.