D2C Brand Magicleaf launches No Sugar Desserts (Mithai), plans to grab a piece of $6Billion Indian Sweets Market
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Magicleaf has entered the Indian sweets market with the launch of their No Sugar Desserts in 2 variants - Almond Mewa Bite & Kaju Bite. The company said that the category will contribute to double their revenues in the coming fiscal year. The D2C platform is popular for its Stevia-based no sugar products.
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Magicleaf has been a key player in developing some of the most unique & innovative Stevia leaf based products. Their strategy for moving into the Indian sweets market is to reduce sugar from our traditional sweets options. The brand also offers zero calorie everyday sweeteners for daily use and professional sweeteners like Perfect Bakes & Perfect Sweets. The professional sweeteners are used by professional bakers & chefs who want to offer zero sugar options to their customers, and the same has been used in their No Sugar Desserts.
“We have combined consumer insights with years of our expertise in developing sugar reduction solutions and ensured that these No Sugar Desserts are made from our 100% natural sweetener called Perfect Sweets which also has zero calories. The no sugar sweets available in the market use chemical based sweeteners like Maltitol, Sorbitol, Xylitol & Sucralose which are not good for your health. The market is unorganised and lacks products that promise Zero Sugar, are 100% Natural & Freshly Made without compromising on taste. And Magicleaf is uniquely positioned with ground breaking innovation to solve this problem with 10,000+ hours of research & development to make this possible.” mentions Prathamesh Krisang, Co-founder of Magicleaf.
“At Magicleaf, we are working on our vision to create a Post-sugar world. We want to make healthy food options with zero-sugar as widely available as sugar based options. Our promise is to use only 100% natural ingredients in all our products, where consumers can enjoy their favourite foods without compromising with their health.” , he further added while talking about the company's aim.
The Indian Sweets market is estimated to be about Rs.45,000 crores growing at a CAGR of 10% and the packaged sweets market has just started and is already at Rs.3,500 crores growing at 25% annually according to a report by PFNDAI. “Zero-sugar, Low-sugar and Organic” labels have become appealing to the consumers and exert major influence on their purchase decisions. In 2019-20, the turnover of the sweet and namkeen industry was around Rs 1,00,000 crore. Of which, Rs 60,000 crore came only from sweets according to the Federation of Sweets and Namkeen Manufacturers.
This new product line aims to penetrate the packaged dessert market with its unique Zero Sugar promise. Magicleaf assures the customers to have natural tasting desserts with zero sugar and are completely safe for diabetics and pregnant women. The No Sugar Desserts are prepared without any artificial preservatives. The company stated that it uses Modified Atmospheric Packaging (MAP) to assure maximum freshness. Moving forward, Magicleaf is eyeing to replace food options which tend to be unhealthy with their equally good tasting zero sugar healthy food products. Since their launch in 2020, the brand has successfully served more than 2,00,000 customers with their 100% natural, zero sugar, Stevia based offerings.
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Citation:
https://pfndai.org/Document/Association_News/sweets/Indian_Traditional_Sweets_JSP_Final.pdf
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