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Amul to relaunch chocolates in recast move

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Amul to relaunch chocolates in recast move

The new-look Amul's portfolio could again see old brands such as Amul Butter, Amul Premium, Amul Crisp, Amul Fruit & Nut, Amul Badam Bar, Amul Milk and Amul Crunch making a comeback, albeit in a different form.

Amul has a 2 per cent market share in the moulded chocolate market. The chocolate business currently contributes only 1 per cent to Amul's turnover.

Amul Fruit & Nut, Amul Badam Bar and Amul Milk are three brands which are currently available but in certain regions it is not available. The officials blamed the distributors for their lack of focus on distribution. However, distributors complained that the chocolate brands are not remunerative as they yield lower margins.

Competitors, Nestle and Cadbury have edged Amul chocolates out of the reckoning with aggressive product launches and promotions.


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