Vadilal set to launch ‘Power Sip’ flavoured milk in U.P.

Our Bureau Ahmedabad | Updated on January 28, 2013 Published on January 28, 2013

After receiving a good response from consumers in Gujarat and Madhya Pradesh in the last two months, leading ice-cream maker  and frozen foods major Vadilal Industries Ltd is all set to introduce its flavoured milk ‘Power Sip’ next month in Uttar Pradesh, where it is the top player in ice-cream sector.

The company will utilise its retail network to offer its flavoured milk brand to consumers in Lucknow, Kanpur, Agra, Faridabad and Ghaziabad initially.

The potential for growth in the Indian flavoured milk is pegged at an estimated annual growth rate of 15-20%, Devanshu Gandhi, Managing Director, said here on Monday.

After U.P, the company would launch the product in other States as well. “Our aim is to capture a 5% to 7% share of the flavoured milk market in India over the next three years.”

Rajesh Gandhi, another Managing Director of Vadilal, said this was the company’s first major launch in the non-ice cream dairy sector. It plans to introduce more products in this space. Flavoured milk is largely an impulse category product and Vadilal will focus on making

Power Sip available at tourist places, railway stations, bus stands, airports, schools and college canteens.

Vadilal’s Power Sip will come in a 180-ml bottle priced at Rs 18 with three flavours - rose, elaichi and kesar. More flavours like chocolate, badam and coffee will follow in a few months.

Published on January 28, 2013
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