The Bengaluru-based MTR Foods has invested approximately Rs 40 crore to set up a manufacturing facility for the production of its parent company Orkla Group’s offering Laban, a specially- crafted human-shaped, nonsticky, 100 per cent vegetarian, fruitflavoured chew. Orkla Group is based in Norway, where Laban is a leader in the confectionery segment. It has now made a formal foray into the Indian market, and is expected to benefit from the production expertise provided by MTR Foods, which has a plant located in Bommasandra. The product has been localised, and will be available in a host of popular Indian flavours, such as strawberry, mango, green mango and orange in general and modern trade outlets across India. While its 26g pack will be priced at Rs. 10, its 65g pack will be available at Rs. 30. In order to develop the product in India to suit the discerning Indian consumers’ tastes, extensive research was undertaken to arrive at a formulation and retain the brand attributes, including the stretchy, chewy quality of Laban and its unique human shape.