According to the company, this new range is a super premium offering, which is defined as one with lower amount of aeration and a higher fat content than regular ice cream, thereby giving rich taste and more weight/volume to consumers. It tastes creamier and richer than regular ice creams. Also, it carries high value ingredients such as premium nuts, fruits and flavours.
Currently, this range is launched in major metro markets in cups of 125 ml and 500 ml tubs, priced just at Rs 30 and Rs 100 respectively.
Amul is the market leader with more than 40 percent market share in the dairy segment and only brand having national presence in more than 1200 cities across length and breadth of India. The brand reaches out to consumers from Kashmir to Kanyakumari and from Gujarat to North East. The products are marketed by the Gujarat Co-operative Milk Marketing Federation, which is India’s largest food products marketing organisation.