Rasna develops wellness drink under Jumpin brand

Kolkata: Rasna is working on a wellness drink product that is likely to hit the market coming summer under the ‘Jumpin' brand. It would be a ‘noble product', Rasna Pvt Ltd chairman Piruz Khambatta said."We are working on a wellness portfolio where we can combine fruits with the goodness of milk ingredients, coconut, sugar and other natural ingredients to provide a wellness product. Today, consumers are looking not only for taste but also health, and we are looking at combining the two with the goodness of fruit," Khambatta added.The product is now in the development stage in Rasna's R&D centre in Ahmedabad, he said, adding, "Milkshakes are in the market. Lassi is there too. But this is a combination of fruits and milk which is not there."Rasna, which acquired brand ‘Jumpin' from Hershey's this May, re-launched it in Aug with significant changes in formulation, including added vitamins, lower sugar and a thicker, fruitier consistency to appeal to ."We have made the formulation tastier with more fruits, 11 vitamins and less sugar. The present generation is not fond of sugar. Better health, more vitamins and less sugar are our USPs," Khambatta said.Currently, Rasna is sourcing Jumpin products from its franchisee partners — one each in north, east and west India — who are producing the ready-to-drink fruit juice. "We will set up our own 2-3 plants for . Locations, investment and other details will be announced next year," he said.India's fruit drink market is pegged at around Rs 25,000 crore, of which Rasna aims to capture 10 per cent through Jumpin brand, Khambatta added.Get the latest lifestyle updates on Times of India, along with Karwa Chauth 2025, quotes and Messages !