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Amul plans to roll out super premium ice-cream range

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Amul plans to roll out super premium ice-cream range

Dairy major Gujarat Co-operative Milk Marketing Federation (GCMMF) is all set to unleash sizzling action, in the run up to what looks like yet another sweltering long summer.

The company plans to kick off the season with Amul Utterly Delicious super premium ice-creams, a range of eight `exotic' flavours including litchi, anjer and cheese almonds, Mr R.S. Sodhi, General Manager, Marketing, told Business Line. The range, which is being test-marketed in some markets, will be rolled out nationally by end-March, and will be available to consumers in premium-packed cups with spoons that pop out as the cover is pulled back.

"Internationally, premium ice-creams like these come from Dreyer TMs, Ben & Jerry's and Haagen-Dazs, and are affordable only for specific classes. With our Utterly Delicious Super Premium, the idea is to make this segment available at great value for money," Mr Sodhi said.

Ice-cream fans can chill out for Rs 15 per cup or Rs 100 for each party pack. "We plan to add more variety in the super premium range."

Meanwhile, the company is stepping up promotions for its Fundoo kids brand, and it plans to promote adventurous, fun-filled flavours targeted at the kids segment, according to Mr Prasanna Shah, who is in-charge of the ice-creams business. The Fundoo range comes with offerings like Santra Mantra where kids can dig into the santra pulp with jelly on top from santra-shaped plastic containers, all for Rs 15.

Santra Mantra, incidentally, is also one of the exotic flavours of the super premium range. "While kids have always been digging into whatever is available from the range, we decided to make this a different segment and offer them stuff in a way that appeals to them," says Mr Sodhi.

The company is also planning to bring some cool action in the impulse buying segment (sticks and dollies), where it plans to introduce a range of candies and dollies targeted at the youth, teenagers and couples. The emphasis in this segment will be to make the product available at prices lower than that of competition.

India's ice-cream market is an estimated Rs 2,000 crore, of which the branded segment is valued at Rs 500 crore, and comprises a clutch of players led by Amul, HLL, Vadilal and other regional ones like Arun and Dinshaw.

Meanwhile, the company is also gearing up to launch its range of flavoured milk, Amul Kool, in cartons . The company, which currently retails the milk in bottled form in half-a-dozen flavours, will launch them in cartons in a whole new range of flavours in April, the General Manager, Technical and Projects, Mr M. N. Vyas, said.

Amul is also firming up plans to offer a healthier, more nutritious option to soft drinks. Come April and the company, which is currently test-marketing its lassi in Gujarat, will roll out the product nationally in exotic flavours including kewada and lemon, Mr Vyas added.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.