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Sudha Menon

Pune , Dec. 26

THE Gujarat Co-operative Milk Marketing Federation (GCMMF) is working on a major image-make over for good old milk and reaching for that glass of milk could just be the most stylish thing to do to work your way to health, the coming summer.

GCMMF, which owns the popular Amul brand in dairy and dairy products is working on a range of value-added milk and milk products that will not just appeal to the taste buds of discerning consumers but also appeal to the ever-growing community of health conscious folks in the domestic market. Come summer, Amul is planning to flood the market with a comprehensive range of value-added and enriched milk, targeted at specific audiences, Mr M.N. Vyas, General Manager, Technical and Projects, told Business Line.

On the cards in the Amul cool range are products such as calcium-enriched milk for kids and an iron-rich milk specifically designed for women, a large section of who suffer from chronic anaemia.

The co-operative federation was also working on low-fat milk for the aged and a range of milk, which will come with value-adds like extra vitamins, minerals and other essential nutrients, Mr Vyas said.

"R&D on the products are on just now and we hope to launch them in the market by summer next year,'' Mr Vyas said.

The cool range will also see fresh excitement in other product categories with GCMMF now all set to foray into fresh fruit yoghurts on which work has been on now for some time. "Fresh fruit is in keeping with our health platform and is of importance in our strategy,'' Mr Vyas said.

Amul's fruit-yoghurts will initially be launched in strawberry and pineapple versions with the accent being on fruits that are grown in abundance regionally and popular across the country.

Meanwhile, GCMMF, which launched its range of soups in the market a couple of months ago is now set to churn out some more hot action for brand loyalists. Mr Vyas said the co-operative federation is experimenting with recipes for the Gujrathi Kadhi, a regional favourite, in its hot range. The product will initially be launched in the Gujarat market where it is a staple of almost every Gujarati household. "We will extend it to other markets in a phased manner,'' Mr Vyas said.

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