Pulse (confectionery)


Pulse, officially known as Pass Pass Pulse, is a hard candy manufactured by Noida-based DS Group and marketed under its umbrella brand 'Pass Pass'. Originally launched in a 'Kachcha Aam' flavour, the hard-boiled candy is filled with tangy salt and spices in its central core. Pulse is available in Kachcha Aam, Guava, Orange, Pineapple and Litchi flavours. In India, Pulse is sold for ₹1 per 4g candy.

History

Pulse was conceptualised in 2013, and an internal team dedicated to product development worked for two years on it. Eventually, the product was launched in mid-2015 in Kachcha Aam flavour. In December 2016, Pulse was launched in Guava and Orange flavour all across India. Pulse's formulation is being patented by its manufacturer.

Sales

In 8 months of its launch, Pulse's total sales accounted for ₹100 crore, equivalent to Coca-Cola Zero's sales. In 2016, DS Group was producing 300-400 tonnes of Pulse each month. In March 2017, Pulse's overall sales accounted for ₹300 crore, beating the sales of Oreo and Mars Bars. The manufacturer DS Group is also setting up stores in US, UK and Singapore.