When the world went into lockdown, millions of people stuck at home turned to baking. There were many first time bakers who discovered the soothing and therapeutic nature of the activity, while innumerable families bonded over trying new recipes. As insightful planning and luck would have it, the Alpenliebe Juzt Jelly brand was on the right track.
Over the course of two years, the jelly brand has evolved into a lot more than candy by positioning itself as an ingredient in recipes for homemade treats. The brand has populated its YouTube channel with dozens of videos: baking tutorials by leading chef influencers and even Diljit Dosanjh.
The videos showcase an array of delicious recipes integrated with Alpenliebe Juzt Jelly, giving families at home a productive way to spend quality time with one another. It infuses the candy into desserts, milkshakes, and even savoury treats like parmesan risotto. On special occasions such as Raksha Bandhan and Ganesh Chaturthi, the brand even explores festive recipes which can be easily replicated at home. This communication perfectly brings alive the brand’s narrative of ‘Family mein masti chali’ – adding fun to time spent with family.
By offering another use case for Alpenliebe Juzt Jelly, the brand has successfully differentiated itself from the crowded candy market and become India’s leading jelly brand.
Now, the brand is taking the ongoing recipe campaign one step forward by partnering with Zee network to launch the ‘Alpenliebe Juzt Jelly Baker’s Studio’ – a reality cooking show that will be the hunt for India’s biggest baking talent with celebrated chefs Amrita Raichand and Ranveer Brar as the hosts.
Raichand and Brar will also help the brand in shortlisting 15 final contestants and groom them in a bootcamp to aid their culinary proficiency before the final leg spread over 5 episodes. Five winning home-bakers, one per episode, will get a chance to be the brand’s chef ambassador for a period of 1 year and also have their own professional home kitchen set up as a reward to help their professional journey.
The show will be aired on leading family channels: Zee TV, Zee Zest and digital platform Zee 5 starting 13th September.