India’s second largest ice cream player Vadilal Industries Ltd on Thursday announced the launch of over a dozen high-end products for this summer which it says would generate fresh revenues of Rs 50 crore.

The Artisan range of ice cream log, pastry, sandwich, cookie pie sandwich, ice cream bar (Sneak-a-Bar) and Kevada matka kulfi are among those products being introduced in the market this summer, Rajesh Gandhi, Managing Director, told presspersons after a plant visit here.

The company is also launching a new range of ice candies made with fruit pulp in flavors like cranberry, kiwi and mixed-fruits under the Falala brand name, he said. New variants of certain other brands have also been put in the market.

In view of popularity of its chilled mango juice in summer, Vadilal has introduced a one-kg pack of alphonso mango this summer, Gandhi said.

Until recently, Vadilal was known for its mass-based, mid-end and low-end ice creams across 16 states in the country where it has presence.  

Vadilal Industries has ice cream manufacturing plants at Gandhinagar in Gujarat and Bareily in Uttar Pradesh with a combined capacity to  process 3.40 lakh litres of milk per day. It has invested Rs 150 crore over the last three years in upgradation of technology, he said. “We were the first ice cream player in the country to bring extrusion technology for ice creams. We also have the latest and fastest cone-making machine in the country.”

The company recently entered Indian flavored milk market with its new ‘Power Sip’ under the Vadilal Quick Treat umbrella brand. This initiative is part of the company’s long term strategy to offer a wider range of frozen food products to consumers and its first major product launch in the beverages market.

In 2012-13, the company is expected to touch a turnover of Rs 450 crore.

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