Confectionary giant Parle is bringing back one of its most-remembered 90s candies Rol.a.Cola after a gap of 13 years. It all started when Twitter user Siddharth Sai G requested the company to bring it back.
The 90-year-old company of Parle G biscuits, used social media to crowdsource opinions using #BringBackRolaCola. Over 7 lakh people responded to the campaign Parle had stopped making the hard-boiled candies with cola flavour in 2006.
Parle Products Senior Category Head Marketing Krishna Rao told PTI,
“A brand comeback based on consumer demand using social media interaction as a platform is a very significant one in the marketing of Parle Products…In the short term we should be able to achieve a number of around 200 tonnes a month of sales (of Rol.a.Cola).”
The new version of the product will have 12 candies and is expected to rake in Rs 100 crore of sales. The company is looking at sales of around Rs 50-60 crore during the remaining part of the ongoing fiscal.