In a bid to ramp up sales of its cheese products and enhance its consumer friendly approach amidst competition, Amul has given cheese packaging a new design.
With the help of an external design agency, Gujarat Co-operative Milk Marketing Federation (GCMMF), which markets the Amul brand, has launched a new ‘consumer friendly’ cheese packaging.
Refusing to divulge the name of the agency, RS Sodhi, MD, GCMMF said, “Since Amul's marketing philisophy has always been consumer-centric, the packaging has incorporated human expressions. In order to further enhance our reach among the youth, the human facial expressions in the new packaging depict youngsters with natural delight on their faces, when they see their favourite cheese dish. Moreover, useful information about the right way to store and handle Amul Cheese is mentioned clearly on the pack, which our customers have found very helpful.”
What’s more, riding on the technology bandwagon, Amul has also introduced QR code on the packages, which instantly leads smartphone users to the cheese section on Amul website from where they can access additional product information.
“Apart from food shots of various cheese dishes such as Cheese Parathas, Cheesy rolls, Cheese Sandwiches, Cheese Pizzas, Cheese Lasagna, and Baked Cheese Dishes, each pack also includes a special complete recipe with photograph of the dish, helping consumers create Amul cheese delicacies in their own kitchen,” Sodhi added.
The new packaging has been made available on almost all range of cheese variants of Amul including Amul Processed Cheese, Amul Mozzarella, Amul Cheese Spreads in multiple flavours, Amul Gouda Cheese, Amul Emmental cheese and Amul creami cheese spread in forms of individually wrapped slices, smaller portions in form of cubes, blocks of multiples sizes and weights of 200g, 500g and 1 kg as well as tins.
Meanwhile, Amul has recently launched its processed cheese blocks equipped with “customer-friendly features”, such as easy-open tear tape, snug-fit, elegant aluminium-foil wrapped cheese blocks, and perforated pull-tab on the cardboard carton itself, enabling customers to easily open the side flaps in a single action.
The new innovative Amul cheese blocks are available in 200g, 500g and 1 kg pack sizes.