Kissan – a HUL food brand

Kissan is a food brand that was acquired by HUL in 1994 from the UB Group. Following products are offered under this brand: ketchup, other sauces, jams, squashes and ready-to-drink products.  The main target segment for the brand is the growing kids and the positioning is: ‘deliciously wholesome products for kids to grow up’. Consequently, most Kissan ads show kids eating foods only when Kissan jam or ketchup is applied to it.

The different products under the Kissan brand are as follows:

Kissan Jam
Kissan Jam

Kissan Juice
Kissan Juice

Kissan Tomato Ketchup
Kissan Tomato Ketchup

Kissan Tomato Ketchup
Kissan Tomato Ketchup

Kissan Jam Squeeze Green Apple
Kissan Jam Squeeze Green Apple

Kissan Jam Squeeze Mango
Kissan Jam Squeeze Mango

Kissan Jam Squeeze Pineapple
Kissan Jam Squeeze Pineapple

Kissan Jam Squeeze Strawberry
Kissan Jam Squeeze Strawberry

The most popular product under the brand is the tomato ketchup and recent tagline of the same is: ‘Just Lagao, Kuch Bhi Khao’. As per HUL website:

“Kissan acts as a catalyst, easing stressful moments at the dining table. With Kissan, good food is loved not shoved!

Kissan wants to be the brand which will help dissolve tension between mother and the family during informal good food moments. Kissan acts as a catalyst, easing stressful moments at the dining table. With Kissan, good food is loved not shoved!”

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