The trusted, century-old French brand continues its outreach in the Indian market 

New Delhi: MONIN, the premium French brand, an innovative flavour solutions creator and trusted partner for hospitality professionals all over the world, has announced the launch of a new product category, Le Crush de MONIN, specially curated for the Indian market. It comes in three amazing flavours: Mango, Strawberry and Pineapple.

Through this new addition of flavours to its portfolio, MONIN promises to bring greater choices for bartenders, baristas, pastry chefs, ice-cream makers, culinarians, and at-home mixologists. Now, they have the chance to ‘Crush it with MONIN’, and embrace the rich and refreshing flavours of every season. 

Le Crush de MONIN is a non-GMO, vegan, and gluten-free product range curated specifically to cater to the diverse Indian palette. It contains 35% of Real Fruit Content along with real pieces of fruit. So, whether it is a fresh batch of cupcakes, a scrumptious homemade dessert, a drool-worthy topping for ice cream, or a funky cocktail,  Le Crush de MONIN crushes can add a fruity punch to any drinks or dessert session. Each crush is specially made with carefully-picked and freshly-stored mangoes, strawberries, and pineapples, and comes with the assurance of authenticity and quality associated with the MONIN name.

MONIN has been serving quality and innovative products for more than a century, and these latest creations promise to enhance and jazz up the personality of any beverage or culinary recipe they are added to. For those who have never experienced the taste of MONIN, Le Crush de MONIN’s three bursting-with-fruitiness flavours will make for the perfect introduction to the brand.

MONIN has always offered endless possibilities, and ease of use, when it comes to preparing that perfect dessert or drink, and with Le Crush de MONIN, you will find that your innovations at the bar and in the kitchen will have no limits. 

Sharing his thoughts, Mr Germain Araud, Managing Director of MONIN India Pvt. Ltd. said, “It gives me great delight to introduce to the Indian market these first three Le Crush de MONIN flavours, specially curated for India in an effort to be closer to the local palate. I have no doubt that the Mango, Strawberry and Pineapple Crushes will be savoured by our Indian customers, who in my experience are as discerning connoisseurs as anyone else in the world who enjoys great food and drink. I am also pleased to announce that within this new category we are currently developing more flavours, which will be launched from 2023 onwards.”

Speaking of innovation and being closer to the Indian market in its endeavours of being a ‘Glocal’ brand, MONIN also launched a ‘New & Improved’ Vanilla Frappé earlier this year. This was made exclusively for the Indian market keeping in mind the expectations of the local customers. Le Frappe de MONIN Vanilla, a truly ‘Make in India’ product is transforming the preparation of dairy-based beverages like milkshakes, smoothies, cold coffees and frappes. Moreover, the ease and versatility of its use encourage the replacement of vanilla ice cream with frappe powder. MONIN will also soon be introducing Spiced Jamun Syrup, the brand’s first ‘Desi’ flavour for the Indian market. 

About MONIN:

A family company created in 1912, a premium French brand, an innovative flavour solutions creator, a trusted partner for hospitality professionals all over the world. At the heart of MONIN are people—open-minded, gourmet, passionate, curious, open to new ideas, always pushing the boundaries, and seeking to endlessly inspire. And representative of our way of thinking and working are three words: Quality, Creativity and Innovation. Faithful to our French heritage, our headquarters is in Bourges, where the company was founded. We never stop creating and this is why our portfolio, embracing 150 flavours, is unrivalled.  

MONIN is more than a drink solution, it’s a way of living, an experience based on our century-old expertise, and a brand respectful of the environment. It’s about authenticity and bringing people together, using only the best and the most natural ingredients in the most exciting and creative way.

For more than a hundred years, MONIN has taken risks in exploring new markets by launching unexpected products. Eventually, they became the leading brand of choice for beverage professionals worldwide. Our goal has always been to help our customers succeed in crafting the most innovative and ahead-of-the-trend drinks, from the small independent coffee shop to the high-standing bar, from international quick service chains to local mom-and-pop restaurants.

We’ve succeeded not only by providing consistent and premium quality, but also by producing more and more locally, to be closer to our suppliers and markets, allowing us to better understand the needs of our customers. This led us to become not only French, but also American, Malaysian, Chinese, and soon-to-be Brazilian and Indian.

MONIN in India

India has become a top-priority market for this iconic French brand, which established its wholly-owned subsidiary in Hyderabad as MONIN India Pvt. Ltd. In 2018, the company committed to directly invest Rs.100 crores in India in the first phase, which included the setting up of a manufacturing plant in Telangana and an in-house R&D centre in Hyderabad. In 2021, they expanded their commitment by doubling the amount to Rs.200 crores. In 2021, MONIN India reinforced their presence in India by opening its first owned  state-of-the-art studio in the country, at The Dhan Mill in New Delhi, with a second one due to open in Bangalore in 2023. And in 2022, they extended their engagement by bringing back the popular MONIN Cup to India, to identify the nation's 'brightest young bartender', with the national winner getting the chance to participate in the International Grand Finale in France at the end of the year. Clearly, this is a journey that holds plenty of potential.