A sweet summer ahead for Delhi

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New Delhi | Updated: February 22, 2015 1:28:53 AM

Premium ice cream brand Magnum’s launch in the national capital shakes up market

The launch of Magnum ice creams in Delhi earlier this week has signalled the advent of ice cream wars in the capital, with Gujarat Cooperative Milk Marketing Federation launching its new ice cream brand ‘Epic’ under the Amul umbrella just a day before the Magnum launch.

Interestingly, both brands are made with Belgian chocolate and are stick ice-creams.

Unilever’s Magnum, which is the world’s biggest stick ice cream brand, launched in India two years back in Chennai, followed by Mumbai, Hyderabad, Bangalore and Pune.

However, Delhi is a key market for ice creams, one that every player in the over R2,000-crore ice-cream business would like to make a dent in. Currently, Amul is the leading brand with over 40% market share, while Mother Dairy, Vadilal and Cream Bell are other prominent names.

Speaking at the launch of Magnum in Delhi, Sumit Mathur, general manager (ice creams), Hindustan Unilever Limited, said, “So far, all the cities we’ve launched in within India have welcomed us with open arms, and we are now thrilled to bring Unilever’s biggest and most loved ice cream brand to Delhi. We are confident that Magnum will appeal to young adults who are eager to indulge in an experience that is truly unique.”

The brand has Kareena Kapoor as its ‘pleasure ambassador’ in India, while Eva Longoria and Liv Tyler are associated with the brand globally.

Magnum dominates the European market, but is also making a mark in the US and Asian countries like Thailand, Indonesia, Malaysia and the Philippines.

Starting March 1, the ice cream will be available in three flavours in Delhi—Classic, Almond and Chocolate Truffle. Each bar is priced at R90.

However, Amul’s Epic ice cream sticks are priced at R35 and R40.With Mumbai-based Naturals also having launched in the capital, besides other premium brands like Haagen Daaz, London Dairy and CocoBerry already present in the market, it promises to be a sweet summer ahead for consumers.

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