...lines up ice-cream initiative

To cash in on the expected sales boost in summer and changing consumer preferences, Hindustan Lever (HLL) has lined up a range of new ice-cream launches. The launches are aimed at not just satisfying consumers at retail points but also to encourage home consumption, thereby increasing volume sales.

Over the next few weeks, the company will be launching the Kwality Walls Selections range along with introducing more flavours under the Cornetto brand. Sailesh Venkatesan, category head (ice-creams), HLL, said that the Selections range would cater solely to the take-home category which is slowly increasing. The range will be launched in four flavours, some of which are in the process of being rolled out. "Home consumption is starting to pick up, hence the new range," said Venkatesan.

Targeting kids, the company today introduced Moo, an ice-cream that is based on the health and fun promise. "The ice-cream contains calcium equivalent to one glass of milk, which adds to its nutritional value along with its unusual flavour," he added.

With close to 40 per cent of its annual ice-cream sales taking place during the summer months, it's easy to see why the company is stepping up activity behind its ice-cream portfolio at present. It is believed that the company is on the lookout for a brand ambassador for Moo, though Venkatesan declined to comment on the matter. The launch will be supported by a multi-media campaign, with emphasis on sampling and promotional activities.

In addition to retail outlets and its branded parlours, Swirls, mobile carts too are contributing significantly to the overall growth seen by the brand. Venkatesan said that sales through this channel accounted for about 30 per cent of the overall ice-cream sales. At present, the company commands about ten per cent of the Rs 1,200 crore ice-cream market in India with sales of Rs 137 crore in 2006, a 39 per cent growth over the previous year. While at an all-India level, Amul is the market leader with 37 per cent share, HLL said in its target market (largely urban) it was the leader.