Amul Eyes Health Category With Fat-free Ice-creams

New Delhi: | Updated: Apr 30 2002, 05:30am hrs
A hungry for growth co-operative brand Amul is now eyeing the fast emerging health segment with a fat-free ice-cream branded Slim Scoop.

Slim Scoop is currently being test-marketed in Mumbai in two flavoursvanilla and mango. Two more flavoursbanana and pineapplewill be added shortly.

Termed as a frozen desert, Amuls low-fat ice-cream contains less than 0.5 per cent fat and conforms to PFA norms, according to Amul sources. Incidentally, close competitor Kwality Walls, Hindustan Lever Ltds flagship ice-cream brand, too has shown its keenness to tap the segment. However, so far, it has not launched any products in this category.

Amuls low-fat ice cream, say company sources, will be launched in Delhi by the end of May. Launch in other major markets will be followed soon.

Amuls foray into the fat-free segment is part of the co-operatives strategy to move up the value chain and launch premium products. So a 500-ml vanilla Slim Scoop pack is priced at Rs 40, while mango and pineapple are priced at Rs 55 each. We plan to launch a number of other premium products, says the company official but refused to divulge details.

Meanwhile, in a bid to spruce up its marketshare, the co-operative is getting aggressive on the impulse segment by offering value for money and new offerings in comparison to competition. For instance, to counter Kwality Walls Super Cornetto-a 135 ml cone priced at Rs 30, Amul plans to launch Mega Bite cone which it claims will have 180ml and will be priced at Rs 20.

In the impulse stick segment, Amul plans to extend its Frostik brand to other sticks category like Chocobar. The value-for-money with good generic product would enable us to increase consumption of ice-cream sticks, adds the Amul official. Amul is also in the process of launching a new advertising campaign for Frostik.

The total ice-cream market is estimated to be worth Rs 2,000 crore, of which the organised market is valued at Rs 525 crore. According to industry estimates, Amul commands a marketshare of 33.42 per cent (including Mother Dairy), Kwality Walls has 28.22 per cent, Vadilal around 13.61 per cent and other regional players together have 24.75 per cent.

Amul is also believed to have invested heavily in a cold chain across the length and breadth of the country. Interestingly, in a bid to rope in non- traditional ice-cream outlets to sell Amul ice-creams, the co-operative has been encouraging retailers across the country to buy their own deep freezers for vending ice-creams. This is being done in collaboration with leading refrigeration companies like Carrier, Blue Star and Voltas under a scheme named Hamara Apna Deep Freezer (HADF).