ADAG group is all set to launch a food and beverage brand, ‘Movie Munchies’ and its own mineral water brand, ‘Spring’, later this month.
“Movie Munchies” will offer 22 products that include varieties of fried finger food, salads and sandwiches, rolls and wraps, fresh coffee, pizzeria, candy floss, street food like chaat, ice creams, hot and cold desserts, mocktails, fresh juices and chocolate fondue.
For the bottled water, ADAG has tied-up with Mulshi Springs near Mumbai. The mineral water bottle will cost Rs 60 for a litre and the food range will be between Rs 25 and Rs 100. The first roll-out will begin on December 23, 2009 across 29 multiplex properties in India.
The second roll-out is planned for March 2010 and will cover the remaining India properties.
The third phase will include properties in Malaysia, Netherlands and US and is scheduled for June and July 2010.
Big Cinemas is not, however, the first multiplex chain to launch a food and beverage brand. Inox Leisure has its own food brand “Refuel” while PVR Cinemas has “Candy Bar and Munch Factory”.