Company sources, while confirming the launch, claim: "Masti is unlike other mango-drinks in the domestic market because of its special packaging formula." Whether Godrej Foods will continue with its existing mango-drink, Jumpin Mango, is not clear. With summer having set in, the drink is unlikely to be launched nationally. Launched after Godrej Foods' soya-based drink, Great Shake, which failed to take off in the market, Jumpin was pitted against Parle Agro's Frooti. Jumpin has cornered a 40 per cent market shareagainst market leader Frooti's 60 per cent.

Jumpin's other variants include mango, orange, pineapple, guava, lichee and apple.

Godrej Foods had tied up with the American processed-foods major, Pillsbury, in mid-1995. Godrej-Pillsbury took over the Jumpin brand's sales and distribution. The joint-venture company has launched packaged atta, cake mixes and canned vegetables in the domestic market so far.

Godrej Foods scouts about for Jumpin buyer

Industry speculates that Godrej Foods is scouting about for a buyer for Jumpin. Names of potential buyers doing the rounds include Hindustan Lever and Seagram, owner of the Tropicana brand of fruit-juices.

Company sources, however, deny this. Recently, Tropicana had approached it for a co-packaging agreement, they claim. Seagram is also considering Dynamix for a manufacturing and packaging tie-up, said Godrej Foods sources.

The company plans to launch two new products under the Rs 75-crore Jumpin portfolio ostensibly "in a bid to polish the old carbefore selling it", says a marketing professional.

Godrej-Pillsbury is looking after Jumpin's sales and distribution for the past four years. Market sources say a possible reason for Godrej Foods' move to sell the brand could be traced to Pillsbury's decision to concentrate on core areas like packaged atta and canned vegetables.