Amul to add new products to 'Mithaee' portfolio

Amul will soon launch laddoo and rassogulla under its 'Amul Mithaee' brand. This follows the successful launch of shrikhand, tinned gulab jamuns, and curd as Masti Dahi.

"Our new umbrella brand, 'Amul Mithaee,' will be the home for a basket of Indian sweets. The first product, Amul Mithaee Gulabjamun, is now available all over the country. A full range of other ethnic sweets will be launched soon," B M Vyas, managing director, Gujarat Co-operative Milk Marketing Federation (GCMMF) told Business Standard.

"At present we are manufacturing machine made laddoos on a trial basis. We will launch it after the trial in the Indian market. If found successful, we may also launch rassogullas and other ethnic sweets," he added.

At present, Amul Mithaee range of ethnic Indian sweets comprises Amul Shrikhand in mango, saffron, almond pistachio, and cardamom flavours; Amul Amrakhand, Amul Mithaee Gulabjamuns, Amul Mithaee Gulabjamun Mix, and Amul Mithaee Kulfi Mix.

GCMMF is India's largest exporter of dairy products. It has been accorded a 'trading house' status.