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If you remember, each one of us became lockdown chefs for comfort, as soon as the world faced the pandemic. Several first bakers learned how relaxing and healing the pastime can be, and countless families have connected over testing new recipes. Alpenliebe Juzt Jelly was up to the task, and with careful planning and a little luck, it was able to accomplish what it set out to do.

The jelly brand has grown into a bounty more remarkable than sweet over the years by positioning itself as a component in home-created delights recipes. The brand has many videos on its YouTube page, including cooking tutorials with basic gourmet influencers, chefs and Diljit Dosanjh. So cool!

The films show a variety of delectable recipes made using Alpenliebe Juzt Jelly, giving families an engaging way to spend valuable time together at home. Pastries, milkshakes, and even savoury meals like parmesan risotto benefit from its sweetness. Even for special events like Raksha Bandhan and Ganesh Chaturthi, the brand examines celebratory preparations that can be simply recreated at home. This communication wonderfully captures the brand’s account of ‘Family mein masti chali’ – complete with a smirk at the time spent with one’s family members.

Alpenliebe Juzt Jelly has become India’s leading jelly brand by effectively distinguishing itself from the cluttered confectionery commercial centre by giving another use case.

Currently, the brand is taking the previous recipe campaign one step further by collaborating with the Zee Network to deliver the ‘Alpenliebe Juzt Jelly Baker’s Studio’ – a reality cooking show in which one can compete for India’s best baking talent with acclaimed cooks Amrita Raichand and Ranveer Brar as hosts.

Raichand and Brar will assist the brand’s 15 ultimate final contestants by enrolling them in a Bootcamp to assess their culinary abilities before the five-episode final leg begins. Five winners, one per episode, will be chosen as the brand’s chief ambassadors for a year and will receive their own professional home kitchen as a bonus to aid their career development.

Beginning September 13th, the show will be broadcast on Zee TV, Zee Zest, and digital stage Zee 5, which are all owned by Zee.

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