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The Pune-based Rs 700-crore Parag Milk Foods has signed a pact with Warner Brothers to use the latter's ‘ Tom and Jerry ' images for its Go Cheezoos new cheese spread that comes in tubes. The product, available in four variants – chocolate, nuts, tomato and plain (priced at Rs 52 for 100 gm tube) – is currently being test-marketed in select cities through modern retail outlets.
It also recently soft launched fruit-based yogurts – Fruit-Dahi Fusion - under the brand Go Fruit. Priced at Rs 20 for 125 gm, the yogurt comes in six variants such as mango, pineapple, blueberry, litchi, banana and strawberry. The company has developed these products at its own R&D centre. “We have roped in people from Germany and Denmark specially for this purpose,” said Mr Devendra Shah, Chairman, Parag Milk Foods Pvt Ltd. The national rollout is likely to happen in the next few weeks, he added.
Though Parag Milk has been marketing its cheese, butter, ghee and other products nationally, it has been marketing its liquid milk only in Maharashtra. However, as its Rs 85-crore, 20-lakh-litre-a-day capacity milk processing plant at Chittoor in Andhra Pradesh went on stream a month ago, the company launched milk under the brand Go Kids in the Chennai market. The new plant processes five lakh litres of milk a day. “We plan to ramp up our procurement and process to 10 lakh litres a day by expanding procurement,” said Mr Shah.
The company has 25 procurement centres in and around Chittoor. It plans 40 more such centres in more catchment areas. It has chalked up a Rs 50-crore investment for setting up chilling plants and bulk coolers at the farmer's doorstep in Tamil Nadu, Andhra Pradesh and Karnataka for the purpose. Once this is done, the company will take ‘Go Kids' to Andhra Pradesh and Karnataka too, explained Mr Rahul Akkara, Vice-President (Marketing) of Parag Milk. Last year, it completed its Rs 110-crore cheese manufacturing facility at its milk processing plant near Pune. It currently makes 20 tonnes of processed cheese a day.
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