India: Mother Dairy looks to woo fruit juice lovers with new fruit ice creams
Mother Dairy, India’s third largest player in the ice cream market behind Kwality Walls and Amul, has announced that it is planning to launch a fruit-based ice cream primarily targeted at fruit-juice-drinkers.
Designed to be sweet and colourful, the impulse ice cream products will be marketed under the Fruitolicks brand name and will have fruit content of between 17 and 40%. The price is 10 rupees each.
Subhashis Basu, dairy head at Mother Dairy Fruit and Vegetable, commented: "Apart from a high-voltage umbrella campaign that we will launch next month, we will also inform consumers through local advertising why our frozen desserts are healthier than fruit-based drinks". Over the last six months Mother Dairy has invested 80 million rupees ($1.3 million) to increase capacity and update technology to increase sales.
In addition to the new Fruitolicks range, Mother Dairy has announced its intention to launch a sorbet-like frozen dessert made from sweetener water, flavoring and fruit pulp, and is also contemplating entering in the scooping business with ice cream boutiques in different locations across the country.
Source: The Economic Times