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Amul, the over Rs 3,700-crore brand of Gujarat Cooperative Milk Marketing Federation Ltd , is all set to give a boost to its growing ice cream business with the forthcoming launch of two ranges of pro-biotic ice creams. Mr. R.S. Sodhi, GM, Marketing, Amul, said, "We are going to launch the two ranges of pro-biotic ice creams, Amul Prolife and Amul Sugarfree, this week, marking our entry into the pro-biotic segment for the first time. We hope to build the pro-biotic range into a Rs 100- crore brand within the next two-three years." Pro biotic is a live beneficial culture (good bacteria), which, when administered in adequate proportions, confers beneficial health effects on the person consuming it. It helps in digestion, improves the immune system, and fights against allergic reactions. "The pro-biotic range will be qualified by a common standard of having one million good bacteria per gram of the product," he added. While Amul had earlier tested this market segment through the launch of an Isabgol-enriched ice cream, this will be the companys first full-fledged attempt at capturing a good share of the pro-biotic enriched foods market in India. Both the brands will be available in 125 ml (Rs 15), 500 ml and 1.25 litre (Rs 120) packs in five flavours, vanilla with chocolate sauce, strawberry, chocolate, shahi anjir and fresh litchi.
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| Posted : 1/17/2007 |
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