Financial Daily from THE HINDU group of publications
Wednesday, Jun 30, 2004
Financial Daily from THE HINDU group of publications Wednesday, Jun 30, 2004 |
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Marketing
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New Products & Services Mother Dairy takes to low-fat Dietz Our Bureau
New Delhi , June 29 MOTHER Dairy has launched the latest addition to its ice-cream portfolio called `Dietz,' a low-fat offering. The company, which entered ice-creams in 1995, claims 65 per cent market share in Delhi and the National Capital Region, quoting AC Nielson market data. In a statement, it said changing food habits and increasing health consciousness among Indian consumers, particularly among the SEC A & B+ segments, have resulted in a market for various low-fat offerings targeted at this health conscious audience. "Mother Dairy also intends to address the needs of this segment through the introduction of the Dietz range," the statement added. The milk fat content in Dietz is only 25 per cent of that in regular ice-creams. The low-fat range has been initially launched in two flavours, mango and strawberry.The company said the launch of Dietz will be supported by heavy media activity in the press as well as outdoors. The range will be available at Mother Dairy booths, retail outlets and push carts. Mother Dairy said innovative point-of-purchase material has been designed for use at these outlets.
More Stories on : New Products & Services | Market Shares | Dairy & Dairy Products
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