Mondelez has recently launched a gummy snack format for Tang, the country’s No. 1 powdered beverage brand.
This marks its entry into the growing gummy snacks segment, while also help to expand on its existing product portfolio.
The launch of its new Fruit & Veg gummies line is in response to changing consumer needs due to the new normal.
Carlo Isla, Mondelez International Philippines Category Manager for Powdered Beverage, Gum and Candy said, “Tang is exploring our snacking approach. We’re focused on accelerating our core business while exploring opportunities in broader snacking categories.”
Presently, Tang works well as a drink especially targeting in-home consumption but as society reopens, there exists an opportunity to bring the vitamin C benefit of Tang into out-of-home snacking.
Tang was negatively impacted by the taxation on sweetened beverages imposed by the Philippine government in 2018 which led to its sales dropped during that year. There is a strong push for Tang to use newer format to broaden its existing price-sensitive consumer base by venturing into the less price sensitive gummy segment, while still capturing opportunities in the mass market.
Tang Gummy, just like its powdered drink counterpart, also takes the same marketing approach and is juicy, chewy and with vitamins made with delicious fruit flavors.
Despite the challenging powdered-drink category, Tang has also launched the new Tang Fruit & Veg powdered drink category available in Orange Carrot and Dalandan Malunggay variants.
Tang Fruit & Veg is now available online as well as in supermarkets nationwide.
