These packs are available in modern trade and selected eCommerce platforms pan India. According to Perfetti Van Melle, a part of the proceeds from the sale of these special edition packs will be donated to the PM Cares Fund.

Rohit Kapoor, director marketing of Perfetti Van Melle India said, “While we have all come together to show our appreciation for the workers and clapped in unison, their extraordinary sacrifice and dedication deserves to be remembered for generations to come. They deserve our deep gratitude and this new campaign is a small gesture to showcase our respect towards our real heroes.”  

The pack introduction is being supported with a digital film. In addition, the brand has crowdsourced stories from consumers who know real-life frontline heroes fighting the pandemic. Images of the heroes behind the shortlisted narratives will then be adapted on customised Alpenliebe Juzt Jelly digital packs and shared with the warriors as a mark of gratitude.

“Through this initiative, Alpenliebe Juzt Jelly, a family brand which has always celebrated love and togetherness among family members, is reaching out to these workers. They are like our extended families, and we would like to thank them for keeping us safe,” added Kapoor.