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At 40, Amul products to sport a young look

10-June-2004
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At 40, Amul products to sport a young look

Amul turns 40 on Thursday. Gujarat Co-operative Milk Marketing Federation (GCMMF), the parent of the Amul brand, has adopted a new pack design for the brand, which includes attractive graphics, trendy colour schemes, new recipes, nutritional information and other elements.

Apart from a new appearance, GCMMF has also widened its current range by introducing new offerings to its consumers.

The new designs have been created by an international agency that specialises in pack designs. The new 200 gram cheese bar, priced at Rs 38, will be the most economical cheese pack in the entire 200 gram category, the company said.

With consumption of cheese slices increasing, especially among children, Amul has introduced a large family pack of 50 slices.

For housewives who use cheese in cooking, GCMMF has introduced a 400 gram block pack, priced at Rs 70.

Besides these products, regular cheese products are available. Apart from this, traditional tin-packed cheese is available in two variants priced at Rs 76 and 81, the company said.

The 40th anniversary celebrations of the brand will see GCMMF announcing a series of special offers for consumers.

These offers will be announced over the next three months. A special education drive has been undertaken by Amul to educate consumers that the fat content in cheese is only 27 per cent, slightly higher than the fat content of 23 per cent in paneer.

In fact, cheese has only one-third content of fat than butter and approximately one-fourth content of fat than ghee, the company said.

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