SPONSORED STORY Looks like it is time to ditch the fruits for the summer as Mother Dairy has come up with fruit ice creams! Mother Dairy plans to tap upon the target groups who consume fruit-juices and fruit based drinks with their new product called Fruitolicks. Frutolicks are sweet candies containing 17 to 40 per cent of fruit. One Frutolicks candy costs Rs. 10.
Mother Dairy also plans to introduce a new range of frozen desserts called Sorbets, made from sweetened water, flavouring and a significant amount of fruit pulp. The Dairy head of Mother Dairy, Subhashis Basu said that Rs. 2000 Crore domestic ice cream market is likely to gain traction if major players in the market continue to introduce product innovations.
If we consider the per capita consumption of ice cream, US boasts 17 litres of ice cream per day while India lags far behind with simply 300ml. Mother Dairy is the third largest ice cream maker after Kwality Walls and Amul and for the past six months has invested more than Rs. 80 Crore to increase the capacity, upgrade technology and pay for retail assets like ice cream carts to increase its reach to the consumers.
According to Basu, Mother Dairy does 40 per cent of their yearly ice cream business in the peak summer months of April, May and June. Therefore, the company can ill afford to sit back and relax.
Mother Dairy products have currently penetrated into 25 cities across India. The company is a dominant competitor in the north. Mother Dairy is also focusing on its premium brand Classic in the take home category and its more affordable impulse products.
At present, these two segments tend to contribute about 60 per cent to its total sales volumes from only 35% three years ago. Another launch in the premium category is also in the offing in vanilla flavour, which is the largest-selling flavour in the world with 40% market share.
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