Ice Cream Times September-October 2014 by Advance Info Media

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Vol. 01, Issue 07, September - October, 2014, Rs. 20/-

Now, chill in Mother Dairy ice cream parlours Page No. 03

How about a Fruit Ice Cream ? Page No. 15

Probiotic Ice-Cream and Attitudinal Dimensions Page No. 10

Havmor Ice Cream host Priyanka Chopra

riyanka Chopra visited the Havmor ice cream plant at Ahmedabad. Havmor Ice Cream commemorates this never say die spirit of the magnificent Mary Kom and proudly associates with the inspiring saga of the 5-time World Champion Woman Box – M C Mary Kom. Havmor Ice cream also facilitated the ‘Eat-Clickpost and Meet Priyanka’ contest that soon became a rage on social media. 10 lucky winners from this

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Maha Ice cream industry is expanding

contest were given the honor of meeting Priyanka apart from winning merchandise like boxing gloves, T-shirts, caps, etc Havmor is India’s one of the most trusted brands among ice cream lover and popular for doing news things. In the past Havmor joined hands with ‘Kirish’, bollywood movie of Super Star Hritik Roshan.

ce cream business in Maharashtra is growing at a brisk pace with demand for the ice creams staying robust for most of the year and peaking during the summers, festive and wedding season. However, along with the rise in demand, there is also increased competition, both from the

large players as well as the unorganized manufacturers, who make the wholesale supplies very competitive and at cut throat prices, as in most of institutional sales prices are a big deciding factor. Maharashtra Ice cream industry is expanding steadily. Ice cream companies are developing according to demands and need. The industry is determined to overcome hurdles like power cuts to produce best and innovative ice creams. Competition is inflexible for them from their counterparts as well as from the international brand competition. But the ice cream industry in Maharashtra is continuously developing and upgrading technologically to create a niche and space for themselves in the Indian as well as international ice cream market. Read full Story inside-page no. 17

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I ce Cream Times - September - October - 2014

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I ce Cream Times - September - October - 2014

News

Now, chill in Mother Dairy ice cream parlours

ow, you and your friends can enjoy your favourite Mother Dairy mango duet ice cream sitting comfortably in a parlour as the dairy major is gearing up to set up ice cream parlours under its brand. Its nearest competitor HUL already has its Kwality Wall Swirl’s parlours.Others such as Baskin Robbins and even a regional brand such as Naturals have their parlours. “We are working on a model which would be different from the existing ice cream parlours in the country. These parlours would be small and serve as takeaways but there would be innovation in terms of format and recipes with even some amount of automation,” said Subhashis Basu, Business Head-Dairy Products, Mother Dairy. The Rs. 1,500-crore ice cream market is currently growing at 15 per cent. While Amul is the market leader with a 34 per cent volume share, Mother Dairy claims to be on

par with HUL with a 15 per cent share. Mother Dairy has decided to pilot its parlours at a time when it is also extending its franchise into frozen desserts. At the same time, the company is also setting up three lakh kiosks as an alternative distribution arrangement. “We have been doing a pilot in Delhi and through kiosks we would have ‘brand on premise’ model. We are reaching out to customers instead of them coming to us,” claims Basu. Kiosks have already been put up in malls, schools and housing societies in Delhi. In fact, kiosks are being looked upon as an additional distribution model especially in new markets such as Mumbai. “We are doing a pilot in colleges and offices in Mumbai as vending carts are not allowed in the city,” added Basu. Considering Mother Dairy has been late in entering new markets outside Delhi, kiosks and parlours would add to deeper penetration. “We may have started out late but in the past one year we have entered new markets such as Mumbai, Bangalore and Hyderabad. We should be in Chennai too in the next one year. In many of these new markets, we may tweak products to suit regional tastes,” he said.

Vadilal Industries founder Ramchandra Gandhi no more

amchandra Gandhi (89), chairman emeritus of Vadilal Industries Ltd., passed away in Ahmedabad following a brief illness. “Ramchandra Gandhi, who set the foundation stone of the Vadilal Group, left for the heavenly abode on August 19,” a statement issued by the company. The statement added that Gandhi took over the business in 1942 with the support of his brother Lakshman Gandhi and turned it into a Rs 400 crore empire by 2011-12. His business sense and forward thinking transformed a single location ice cream outlet into one of India’s biggest ice cream players over the

last four decades. He is survived by seven children. He was born on February 15, 1925.

I ce Cream Times - September - October - 2014

Ice Cream News

Mixing Flavours & Making Ice Cream at Hokey Pokey

veryone has had that one food experience that can be an instant conversation starter. It can range from ‘never having noodles on first dates’ to discovering heart-melting hot chocolate. In some cases your appetising episode can go a little deeper than just tasting food; it can take you behind the scenes and tease your culinary skills. This food narrative is about mixing ice creams on a cold stone and going crazy over a heart-shaped chocolate design. It was a little past breakfast-o-clock and I promptly walked into Hokey Pokey. It’s an ice cream parlour tucked away in the Khao Gully of Carter Road in Mumbai. Digging into a waffle-full of deliciousness can also qualify as my idea of breakfast. Nothing like a sugar high to get you through a rainy morning! The enticing prospect was to make my very own ice cream combo on a cold stone with different flavours and toppings. The flavours ranged from classics such as vanilla, chocolate and coffee to seasonal fruits and cheesecakes. These can be combined with nutella, peanut butter, chocolates, cookies, fresh fruits and even gulab jamuns! I was even welcomed to try my hand at mixing ice cream and create my own combination behind the counter on the cold stone. It is basically a granite slab with a thin coating of ice that lets you make your mix. As a test drive, I just watched an ice cream maker weave his magic with Brownie Break. A blend of - fresh cream ice cream,

from any other vanilla ice cream that you have ever tasted. We scooped out some coffee ice cream, threw in chunky oreo pieces, added a generous dollop of Nutella and sprinkled gram cracker. To mix, you have to cut and fold with two spoons. Then placed it in a waffle cup and as a finishing touch, I made a chocolate heart. Le sigh! The spirit of ‘cooking’ on the cold stone, customising your ice cream and then relishing it won’t be dampened by the cost. The Brownie Break @ Rs 101 and my coffee combo @ Rs 143 were completely worth the price. Yes, I had two ice creams for breakfast! You will pay anywhere between Rs 60 - Rs 79 for their scoops and their toppings range from Rs 14 - Rs 20.

Happy faces posing with their ice cream creations brownie crumbs, roasted cashew nuts and chocolate fudge served in a waffle cup. Rohan Mirchandani, one of the founders of Hokey Pokey, with his infectious enthusiasm was convincing enough to put me behind the counter. The ultimate experience for every unsuspecting ice cream lover who walks into the store is - get behind the counter and customise your ice cream on the cold stone.

My choice for a healthy dose of ice cream in the morning was the coffee flavour. No surprises there! It was concocted from coffee beans that are sourced from plantations in India. They use the freshest of ingredients. Proof being, the vanilla ice cream that is dotted with minuscule pieces of vanilla pods which were brought in from Kerela. With its distinct flavour, it stands on its own apart

You should hop into Hokey Pokey for dessert after dinner, or better still pay a visit in the morning. The store will be empty and you will have more time to make your ice cream that can earn its place as bonafide breakfast!

I ce Cream Times - September - October - 2014

Ice Cream News

Mithai is Jaipur’s favourite ice-cream flavour

ne of the few things that make the summer season tolerable for anyone is the promise of icecream. No one can judge you for having multiple scoops of your favourite flavour every day . But what if the usual vanilla, strawberry or chocolate doesn’t cut it for you? For Jaipurites who like to experiment, ice cream parlours in

the city are coming up with newer, more innovative flavours, with most of them giving traditional sweets a twist. From kheer to gulkand to even mirchi, JT brings you some of the most unusual ice cream flavours being served in the city right now.

ICE CREAMS FOR HEALTH FREAKS

DESI FLAVOURS OF ICE CREAMS Creambell has come up with a whole new range of ice creams, and they’re also experimenting with desi flavours like kheer and rabdi. Nitin Arora, CEO, Creambell Ice Creams, says, “Rajasthan is our best market for traditional flavours. We’ve got the best response from Rajasthan for flavours like shahi kheer. We also have these saffron balls, which is our super premiere product, and has rabdi or khoya in it, which is doing very well there.” Anand ice cream parlour in the city has also introduced raj bhog ice cream. Pushpendra Sharma from the parlour says, “We’ve experimented with the traditional mithai raj bhog, and that ice cream flavour is becoming very popular with our customers.”

Ice creams are traditionally for people who don’t make it a habit to count calories. But for the health-conscious, there are options like sugarfree cinnamon. Jal Mahal ice cream parlour in the city offers sugarfree cinnamon ice cream, along with other traditional flavours like paan and gulkand, for its customers. Thanco’s Jaipur also serves green tea ice cream.

Mother Dairy enters North East; launches ice creams in Guwahati

WANT A SCOOP OF MIRCHI? You wouldn’t think of mirchi and ice cream in the same breath. Along with other unusual flavours like Horlicks, ginger and peda, Thanco’s Jaipur offers mirchi ice cream for its customers. Bhavana Juneja, owner, Thanco’s Jaipur, says, “Everyone who’s tried these flavours loves them. These innovative flavours do very well in Jaipur.”

other Dairy entered the North Eastern region with the launch of its ice creams in Guwahati and plans to expand its reach to over 1,000 outlets within next one year. “North East has big potential as none of the existing players has tried to expand the categories here. We are here not only to capture market share, but expand the segment,” Subhashis Basu, Business Head (Dairy Products division), Mother Dairy Fruit & Vegetable Pvt Ltd said here. To start its journey in this region, the company has launched ice creams and frozen vegetables in Guwahati. Talking about its sales plans, Basu said: “We want to tap all the potential. Our target is to reach to 1,000 retail outlets within next one year, besides 300 street vendors.” The company is aiming to sell 15-20 lakh litres of ice creams every year in Guwahati, he said. Basu said the products will be sourced from its facilities in Kolkata and Delhi. The company has already set up two cold storage units here. The New Delhi-based firm is a wholly-owned subsidiary of National Dairy Development Board and was commissioned in 1974.

I ce Cream Times - September - October - 2014

Ice Cream News

UK’s first savoury ice cream parlour serves blue cheese, ale and TWIGLET flavoured dessert ‘Having previewed the flavours during production I can guarantee that anyone who visits us is in for a real treat.’

ed up of sickly sweet flavoured ice creams? Well, you’re in luck because the UK’s first savoury ice cream parlour opens in London this week and aims to offer a gourmet experience for those who like their summer snacks a little less ‘vanilla’. The pop-up promises to combine the UK’s favourite summer treat with a savoury twist - think blue cheese, cream cracker, ale and twiglet flavoured ice cream. Sick of the sweet stuff? A new savoury ice cream parlour is opening its doors in London this week - and smoked salmon, cream cracker and cheese flavoured ice cream is on the menu All the flavours on offer are made using Jacob’s savoury snacks, including Twiglets and Mini Cheddars and, even better, they’ll be free to all visitors. A spokesperson for Jacob’s, who are behind the concept, said: ‘Jacob’s is always looking for ways to bring its flavours to people in new ways, but I never thought I would see the day when we would be serving a Jacob’s Cream Cracker with ice cream.

Yum? The store, created by Jacobs, will use some of their snacks such as mini cheddars and even twiglets to create the savoury ice cream The store, which is located in Soho, will also crowdsource a flavour via suggestions made on Twitter. Savoury ice creams are having a moment over in the U.S., where chorizo combined with caramel, and cherry-miso flavoured dessert is all the rage. ‘I like the marriage of salty and sweet and savoury and sweet,’ Sam Mason of OddFellows Ice Cream Co. in Brooklyn told. ‘There is a large segment of people who want something new and exciting that they’ve never had before or would have never thought possible in ice cream form, and I like challenging those people to try it.’

Salt and Straw in Portland, Oregon, meanwhile, serves up a black raspberry and smoked ham flavour, as well as pear with blue cheese and goat cheese with habanero.

Ladyfinger to help ice cream last longer

ow the humble okra or ladyfinger vegetable can help your ice cream last longer and hinder melting? Well if we believe scientists, okra extracts can be used as a stabiliser in ice cream. They found that water extracts of okra fibre can be prepared and used to maintain ice cream quality during storage. “These naturally extracted stabilisers offer

an alternative food ingredient for the ice cream industry as well as for other food products,” said researchers in a paper appeared in the Journal of Food Science, published by the Institute of Food Technologists (IFT). Ice cream quality is highly dependent on the size of ice crystals. As ice cream melts and refreezes during distribution and storage, the ice crystals grow in size causing ice cream to become courser in texture which limits shelf life. Stabilisers are used to maintain a smooth consistency, hinder melting, improve the handling properties, and make ice cream last longer. The Chicago-based IFT is a non-profit organisation for the advancement of food science and technology.

I ce Cream Times - September - October - 2014

Ice Cream Science

Science Behind Ice Cream Revealed

aya Warren, PhD student at the University of Wisconsin-Madison and member of the Institute of Food Technologists Student Association (IFTSA) explains how food science plays an important role in the creation of ice cream. From coming up with different ingredients and flavors, to making sure it stays fresh in your freezer, food scientists are hard at work creating a product that is fun and tasty. What is ice cream made of? Ice cream is made up of a few main ingredients: cream, milk solids, sugar or a sugar-type replacement, and water. When developing commercial ice cream products, scientists sometimes add gums to give the ice cream more body and help impede excessive ice crystal growth. Emulsifiers (like egg yolk) are also added which contribute to the creamy mouth feel of ice cream. How is ice cream made? • The basic ingredients are mixed and blended in a mixing tank. The mixture is then pumped into a pasteurizer, where it is heated, a food safety precaution in order to kill remaining harmful bacteria. The hot mixture is then “shot” through a homogenizer, where pressure of 2,000 to 2,500 pounds per square

inch breaks the milk fat down into smaller particles, allowing the mixture to stay smooth and creamy. The mix is then quickcooled to about 40°F and frozen. • During freezing, the mix is aerated by “dashers,” revolving blades in the freezer. The small air cells that are incorporated by this whipping action prevent ice cream from becoming a solid mass of frozen ingredients. The amount of aeration is called “overrun,” and is limited by the federal standard that requires the finished product must not weigh less than 4.5 pounds per gallon. • The next step is the addition of bulky flavorings, such as fruits, nuts and chocolate chips. After the flavoring additions are completed, the ice cream can be packaged in

minutes, and commercially-made ice cream is usually frozen in 30 seconds or less. The longer freezing time causes the ice cream to have much larger ice crystals which makes it have a less-creamy mouth feel.

a variety of containers, cups or molds. It is moved quickly to a “hardening room,” where sub-zero temperatures freeze the product to its final state for storage and distribution. Why does homemade ice cream taste so much different than store bought? Making ice cream at home versus commercially produces very different results, which has a lot to do with the freezer and the freezing process. At home the ice cream freezing process can take up to 30-45

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What’s the difference between economy and premium ice cream? Economy brand ice creams and premium brand ice creams have different levels of milk fat and air in them. To be legally called ice cream in the United States, it must have 10 percent or more milk fat. Economy brand ice creams will have at least 10 percent milk fat, and premium ice creams will have over 15 percent milk fat. The premium ice creams tend to have less air, so the product is denser. For example, if you compare a pint of $5.99 ice cream to a pint of $2.29 ice cream, you’ll see that the $5.99 ice cream is quite heavier, which is because of those differences in air. How is low-fat or fat-free ice cream made? Fat-free or low-fat ice creams are frozen at a lower temperature faster that create smaller ice crystals so when it hits your palate you perceive it to be just as creamy as fuller fat ice cream. In addition, those products may have added stabilizers and fat replacers to replace the missing fat and add bulk. What’s the best way to keep ice cream tasting fresh? • When you go to eat ice cream from your freezer, don’t let it sit out, take some scoops right away and stick it right back in your freezer. The more ice cream thaws and then freezes again, the larger the ice crystals become which can give the ice cream an icy/ course feel and a freezer-burn taste. • The best way to store ice cream is in a tightly-sealed, closed container, preferably plastic or in a cardboard carton that has some thin plastic lining so the container doesn’t become soggy. Although adding some plastic wrap on the top may extend the shelf-life a little bit longer, try and eat your ice cream within a week of purchasing it for maximum freshness. Source: Maya Warren, PhD candidate, University of Wisconsin-Madison International Dairy Foods Association

I ce Cream Times - September - October - 2014

Ice Cream News

Havmor Celebrates Ziddi Dil of Mary Kom

avmor – a seven decade old, one of the fastest growing & the most innovative ice cream brand of India accolades Dil yeh ziddi hai attitude which MC Mary Kom in World Championship and Priyanka Chopra

celebrates in her upcoming movie Mary Kom. To share this fervor with 500 young stars, Priyanka Chopra paid a visit to Havmor Ice Cream plant in Ahmedabad, where she was received by some of her biggest fans. In a gala event Havmor made these 500 young stars’ dream come true by treating them with loads of ice creams post their tour to the ice cream plant & meeting with Priyanka Chopra – their star role model. Priyanka was dedicated with an exclusive dance performance, which made her go gaga over it. The candor conversation between Priyanka and her fans was relished by everyone present over there and tickled Priyanka’s funny bone. As a token of gratitude to such magnificent fans Priyanka shared with them neverto- die spirit and the learning from the boxing ring in which she became adept during the shoot of the movie Mary Kom. Havmor icecreams came up with a unique initiative, “Eat- Click- Post and meet Priyanka”, a campaign which went viral on social media. In a brief interview, the vivacious Priyanka, says that, “This is my second movie with Havmor and I would love to associate

with Havmor time & again. She also admitted that, she is a huge fan of Havmor ice creams and blockbuster is her favorite

ice cream among all flavors served by Havmor. Priyanka interacted with Havmor ice cream plant work force and

really appreciated their spirit of working day and night for making such delicious ice creams, which boosted their morale.

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I ce Cream Times - September - October - 2014

Health & Ice Cream

Probiotic Ice-Cream and Attitudinal Dimensions

his article uses a consumer behavioural perspective to analyse the attractiveness of probiotic ice-creams, which straddles the ice cream category and the probiotic foods category. The article then goes on to deal with consumer attitudinal issues with regard to this new sub-category. Issues that emerge due to conflicting belief systems associated with the parent product categories as well as issues inherited from the parent categories are explored. The article finally presents a marketing strategy for the new sub-category using attitudinal concepts. Probiotic ice cream straddles the ice cream category and the probiotic foods category. Probiotic foods contain probiotic bacteria that help in digestion, improve the immune system and fight against allergic reactions. These are functional foods i.e. foods that have health benefits. Functional foods are a part of the larger wellness industry. This article analyses the probiotic ice-cream category, discusses issues pertaining to this sub-category and formulates a marketing strategy for them. Attractiveness of the Probiotic Ice-Cream Sub-Category To analyse the attractiveness of the probiotic ice-cream sub-category, it is essential to analyse the ice cream industry and the wellness industry from the perspective of consumer behaviour. Variety Seeking Behaviour in the IceCream Industry The Indian ice-cream market comprises Gujarat Co-operative Milk Marketing Federation’s (GCMMF) Amul, HUL’s Kwality Walls, Mother Dairy, Baskin Robbins and a number of regional brands. Amul’s brand proposition is ice-creams made of natural milk at reasonable prices. Kwality Walls’ proposition is ice-creams for pleasure and bonding. Baskin Robbins is positioned as offering high quality premium ice-creams with innumerable exotic flavours. Because ice creams are a low involvement product with significant differences between brands, ice- cream consumers follow a variety seeking behaviour. Different companies use different attitudinal components (affective, cognitive and conative) to deal with variety seeking behaviour as discussed below: Cognitive • Baskin Robins allows you to discover and create your own flavour • Amul’s introduction of probiotic and sugar-free ice-creams Affective • Amul’s use of humour in hoardings that serve as reminder advertisements • Kwality Walls advertisements have emotional appeal Conative • All brands offer a variety of products and variants to discourage consumers from seeking competitor products for variety • Mother dairy has numerous easily accessible outlets • Low prices of unorganized and regional players Exhibit 1 analyses the brand offerings of different companies from an experiential marketing perspective that takes into account five strategic experiential modules

other segments of the wellness industry. Issues Issues that are unique to the new sub-category (conflicting belief systems, categorisation) Exhibit 1 Strategic Experiential Modules for different ice-cream brands as well as the issues inherited from the - sense, think. act, feel and relate: probiotics category (attitude creation Exhibit 1 Strategic Experiential Modules needed, perception that health foods are for different ice-cream brands expensive, lack of trust in health claims) The attractiveness of probiotic ice-cream as well as issues inherited from ice-cream sub-category is established by comparison industry (increasing health consciousness) are all explored.

creams that are believed to be unhealthy; therefore, this is not just an addition of an attribute to the product category of icecreams. Since the product is discrepant from the category a new niche sub-category will be created. The first category label that is provided will influence its categorisation. Consumers’ expectations of a new product’s performance will be determined by the performance of products in the category into which the new product is categorised (Moreau et al, 2001)3. Consumer’s evaluation of the product will be influenced by her expectations and thereby determine the consumer’s attitude towards the product. When the product is categorised as an icecream the performance expectations of the product and attitude will be based primarily on attributes like taste that are important to ice-creams.

Conflicting Attitudes In order to create a favourable attitude towards probiotic ice creams there is a need Attitude Creation Needed to resolve the following Though the functional food industry is conflicting beliefs: growing, consumer awareness of probiotic Exhibit 2 Probiotic Ice-Cream vs. Standard Ice-Cream • with standard ice-creams using the The belief that iceexperiential marketing framework in creams are unhealthy Exhibit 2. Consumer involvement is higher conflicts with the belief in probiotic ice-creams and therefore variety that probiotic ice-cream seeking behaviour is lesser than that in is healthy standard ice-creams. Cognitive element • The belief that healthy assumes importance in the light of health products are not tasty benefits that increases consumer elaboration conflicts with the belief and involvement. that probiotic ice-cream is tasty Changing Values and the Growth of the • The belief that Indian Wellness Industry bacteria are harmful The wellness industry is a sector of the conflicts with the belief health care industry that focuses on that probiotic ice-cream improving everyday health and state of contains bacteria well being, rather than curing illness. The Conflict reduction wellness industry includes functional foods, processes (Crano et alternative therapies, beauty, counselling, al, 1967)1 that will be fitness and slimming and rejuvenation. used by consumers The growth of the wellness industry in to resolve the above India reflects the evolution of consumer conflicting beliefs when preferences and values of well educated they encounter counterIndians with disposable incomes. The values norm communication associated with the consumption of wellness are as shown in Exhibit products relate to health consciousness and 3: being socially accepted/social recognition. Since the crafting of The changing values are reflective of the the message is crucial, increased awareness among consumers marketers examine how about fitness and health. This changing effective message can value system bodes well for the growth of be crafted for Probiotic Exhibit 4 Modes of resolution the probiotic ice-cream category. ice creams. Marketers Ego-defensive motivation is the primary find that the beliefs are attitudinal motivation for the consumption psychologically inconsistent or imbalanced foods is low and therefore attitudes with of many of the wellness products. Probiotics i.e. a valued element is associatively linked regard to probiotic foods are yet to be increase metabolism and will therefore to a non-valued element. For e.g. ice-cream created. Attitudes with regard to probiotic be less fattening. Thus ego –defensive (valued) is linked associatively to not healthy ice-cream will be even more challenging to motivational consumption of probiotics will (not valued). The modes of resolution of create. increase in future, mirroring the growth of this imbalance (Abelson, 1959)2 are used in Exhibit 4 in order The Proposed Framework to craft an appropriate The conflict of attitudes arising out of message. the above belief can be resolved through differentiation by splitting healthy and nonCategorization Issue healthy ice-creams. The perceived higher Probiotic ice-cream price of probiotic ice-creams can then be shares features with the justified with the higher value associated category of Probiotic with health foods. foods and the category of ice-creams therefore Consumers’ Lack of Trust in Health categorisation is an Claims issue. The product is Probiotics not only develop healthy immune Exhibit 3 Conflict reduction processes discrepant from ice- systems but also help prevent colon cancer

I ce Cream Times - September - October - 2014 and enhance brain activity. However, it is not necessary that what is true is believed (Poffenberger, 1923)4. The message must not conflict too sharply with the consumer’s experience. The claim that eating ice-cream will prevent colon cancer and activate the brain will be too startling to be believed. They will be rejected by consumers as exaggerated claims. It is sufficient to communicate that Probiotic bacteria build immunity. Complicated and long health claims may also cause consumers to be more sceptical about the claims being made (Walker et al, 2009)5. As a result, it is important to keep the communication simple. Changing Consumer Values- Increasing Health Consciousness People value fitness and health and are increasingly adopting healthy lifestyles. This changing value poses a challenge to the ice-cream brands. Health consciousness will affect the probiotics ice-cream sub category notwithstanding the probiotics label.

Marketing Strategy

As Probiotic ice-creams are functional foods whose consumption depends on healthy eating intentions, an attitudinal model that accurately predicts healthy eating intentions is needed to determine a strategy for the product. The theory of planned behaviour (TPB) accurately predicts the healthy eating intentions and behaviour (Corner et al, 2002)6. In TPB, the purchase and intention to buy a product is affected by three variables - attitude, subjective norms as well as perceived behavioural control (PBC). PBC is the perception of the extent to which performance of the behaviour is within one’s control or is easy–difficult. Probiotic ice-creams are functional foods

Health & Ice Cream whose consumption depends on healthy eating intentions; an attitudinal model that accurately predicts healthy eating intentions is needed to determine a strategy for the product Categorisation Probiotic ice-creams should be categorised as a niche sub-category under ice-creams. This category label is recommended as the PBC of eating ice-creams is much more as opposed to Probiotic foods. Ice-creams are viewed as an indulgence and therefore, the behaviour of consuming an ice-cream is easy and within one’s control.

also ensure that there is affect-cognitive consistency which will aid the creation of a favourable attitude towards the product. The wellness aspect will serve to bolster the health element of the product through association with the wellness industry that includes the fitness and the rejuvenation industry which is valued positively by our target segment. Health conscious mothers

industry associations of the product, employees of the slimming/fitness industry should be included to co-market the product. As this is a new product concept, this direct marketing effort will also aid the creation of favourable attitudes. Since these experts are also referents, subjective norms will influence intention to buy. It will also aid the seeding of WOM campaigns among their consumers who value health consciousness. Experiential marketing can be used to market probiotic ice-cream as shown in Exhibit 5:

Communication People strive to achieve Exhibit 5 Experiential Marketing for Probiotic Ice-Creams Target segment equilibrium between The outcome beliefs of probiotic maximizing pleasure and ice-creams will be evaluated positively should be sold on the proposition that minimizing harm. The cognitive strategy by health conscious consumers. Therefore children will willingly eat these wellness people employ to reach this equilibrium the target segment for the product is the ice-creams and build immunity. is the activation of Compensatory Health educated health conscious urban family. Beliefs (CHBs). CHBs are beliefs that the Probiotic ice creams should view the Product negative effects of an unhealthy behaviour entire family as the target segment because The product must not only be made available can be compensated for, by engaging in subjective norms determine eating intention in family packs but also in smaller packs another, healthy behaviour (Rabiau, 2006)8. and normative beliefs are commonly the which will increase product trial which in This cognitive strategy can be used to our same within families. Educated consumers turn will lead to favourable attitude creation, advantage in the message communication are the target segment because their need due to positive reinforcement. for probiotic ice-creams as these ice-creams for cognition (NC) is high. When exposed achieve equilibrium between maximizing to a new product people with high need Price and Place pleasure and minimizing harm. The product for cognition develop attitudes that exhibit The product can be priced at a small can be promoted as an ideal compensatory greater persistence over time and greater premium as the conflict of attitudes arising product between health and indulgence. resistance to change in comparison to those out of this premium can be resolved through Sub-Category Development with lower NC (Petty et al, 1992)7. This differentiation, by associating the premium In order to ensure that this sub-category is especially important in the light of the with health benefits. does not fail, marketers need to ensure variety seeking behaviour followed by icethat it is taken into the ‘consideration set’. cream consumers. Promotion Attitude influences consideration and As discussed earlier, to resolve the choice. In addition it has been found that conflict dilemmas marketers have to use attitude strength will moderate the influence Positioning The product must be perceived as having authoritative sources; therefore, a Word-of- of attitudes on consideration, in addition to high PBC and can therefore be positioned as Mouth (WOM) campaign is the preferred choice (Priester et al, 2004)9. offering hedonic benefits. This positioning route of promotion as source deprecation Therefore marketers not only need to ensure as a wellness indulgence product will will not take place. Given the wellness the creation of favourable attitude but also

I ce Cream Times - September - October - 2014 increase its strength. Attitudinal strength can be increased by increasing elaboration, by increasing antecedents of elaboration (like self relevance) and by highlighting consequences. Therefore in order to ensure that probiotic ice-cream is taken into the consideration set, marketers need to increase attitude strength through wellness awareness (elaboration) and highlighting health benefits (consequences). Marketers also need to communicate to health conscious consumers that probiotics are self relevant, given their health consciousness. This selfrelevance will result in greater elaboration and consequently increase attitudinal strength. Greater elaboration will also reduce variety seeking behaviour. Attitude towards Brand Attitude towards brand is especially important in the light of the variety seeking behaviour followed by ice-cream consumers. Marketers should ensure that the sub-category is synonymous with brand. Marketers should build strong associations between the sub-category and brand name. Due to its categorisation, probiotic icecreams will be evaluated on the basis of taste. Thus, the use of a brand name with positive evaluations of taste will help in resolving conflicting beliefs regarding the taste of health foods. Values Attitude towards probiotic ice-creams is influenced by the value of health consciousness. Attitude strength and attitude centrality moderates the relationship between values and attitudes (Honkanen et al, 2004)10. Attitude strength can be increased as discussed earlier. Probiotic ice-cream relates to the Rokeach terminal value Security (family, personal) as health consciousness is associated with this terminal value. Probiotic ice-cream also links to the terminal value of pleasure. These values are more likely to significantly influence attitudes when the relevant value is activated and the link between the activated value and attitude is activated as well (Dreezens et al, 2008). Therefore, in probiotic ice-cream’s communication, the link to family security can be activated by specifying how the product develops the immunity system and keeps the family safe from diseases. The link of the product to health consciousness will also be activated in the process. Conclusion Probiotic ice-creams are attractive because they reduce variety seeking behaviour through higher involvement due to health benefits. They are also attractive in the light of changing consumer values. Issues relating to the conflicting beliefs of the parent categories as well as other issues can be resolved through appropriate message crating. Probiotic products must be positioned as a wellness indulgence product to ensure high PBC. Product communication must leverage compensatory health beliefs to position probiotic ice creams. Subcategory development must be facilitated by increasing attitude strength through elaboration. Attitude towards brand must be developed in step with sub category development. The link to relevant values must be activated to influence consumer attitude. Faculty Contributor : S. Ramesh Kumar, Professor Student Contributors : Malsawmi Hrahsel, Shreya Manjunath and Rishov Saikia (IIMB)

Ice cream Future

Here’s How Ice Cream Will Look like in the Future

race yourself for edible shells and 3-D printing. As the old saying goes, if it ain’t broke, don’t fix it, right? Well, we’re pretty sure that doesn’t apply to ice cream. It’s already, by many accounts, the perfect food, so it certainly doesn’t need “fixing” per se, but we’re completely open to the idea that it could be made even better. Here, a look at three current projects that are shaking up the ice cream world — and potentially altering the future of everybody’s favorite frozen treat. • Ice cream that’s been 3D printed When faced with an assignment to develop a new and innovative technology

in 3D-printing, a group of MIT students decided to think a bit differently from their classmates. “Everyone else was printing composites and resins and none of that was very tasty,” says Kyle Hounsell, now a recent MIT graduate, who teamed with fellow students to think of some edible options for the project. Eventually, he and fellow students Donghyun Kim and Kristine Bunker decided they’d try to 3D-print ice cream — and it ended up working. The team took an ordinary off-the-shelf soft-serve ice cream machine and then attached it to a Solidoodle 3D printer. “The technology is called fused deposition modeling,” Hounsell explains. “Basically what you do is you put down the first layer of whatever you’re doing, be it plastic or ice cream or chocolate. You extrude your first layer from this nozzle — it’s sort of like if you had a hot glue gun and you put it down on a table and made a ring, and by the time you got around to the start, you’d move the head up a little bit and go around again. And the first ring you printed has solidified, so it’s more structurally stable, but when you go back around, you extrude new stuff which melts to it and becomes part of it.” That’s the process you’ll see in the video above. You might notice that the ice cream looks a bit runny, but that’s only because the team had to keep the machine’s door open to capture the video. To make sure the ice cream solidified, the students added a nozzle to sprays liquid nitrogen onto the freshly-printed layers. The next step, Hounsell says, is to file a patent and figure out what the future of 3D printed ice cream could hold. “Novelty would be a strong factor. I feel like you could just plop one of these down in a Target or something in a glass-walled freezer and sit there and watch,” he says.

“Watching 3D printers work is mesmerizing. At least to me.” • Ice cream that’s made to order with liquid nitrogen

These golf ball-sized ice cream spheres are designed to be easy to eat, but they’ve also got an eco-friendly purpose: eliminating wasteful food packaging. They’re called WikiPearls and they were developed by Harvard biomedical engineering professor David Edwards, who was inspired by

A boy observes Smitten Ice Cream’s Brrr machine in action. Toni Gauthier / Toni Bird Photography In the heart of San Francisco sits Smitten Ice Cream, where every batch of ice cream is made to order, on the spot, using a hightech machine called Brrr. This apparatus, which took years to develop and patent, produces what Vogue called “arguably the freshest, if not the best, ice cream on earth.” WikiPearl ice cream balls WikiFoods The key ingredient? Liquid nitrogen. foods like grapes and coconuts that “The gist is that the faster essentially come with built-in packaging. you freeze ice cream, the But of course, this is still ice cream we’re smaller the ice crystals can talking about — so taste is a priority. be, and the smaller the ice “For a new food form to be really crystals, the smoother the successful, it has to be really good and texture,” Smitten founder give benefits that people are looking for in Robyn Sue Fisher says. food,” Edwards says. “So the packaging is “To freeze really fast, you a great thing but from a consumer point of freeze really cold. So liquid nitrogen, being view, it just needs to be really great.” negative 321 degrees Fahrenheit, really fits The edible skins are made of natural food that bill.” particles that are bound together with Making ice cream this way means you can nutritive ions to form a soft skin that produce smooth, dense, tasty ice cream — keeps the ice cream inside cold for several hours. You can throw them inside a Thermos and carry them with you throughout the day, popping them into your mouth when you need a snack. (Portion control, anyone?) For now, WikiPearls are sold at a little shop in Paris, but Edwards says they’ll soon be available in the U.S. at Cafe ArtScience opening in September in Cambridge, Mass. Flavors are fairly and it also means you can cut out emulsifiers, standard (mango ice cream with coconut preservatives and stabilizers, instead using skin, chocolate ice cream with hazelnut fresh, local ingredients. skin) but Edwards says some more “The whole impetus of me starting the eccentric flavors — like foie gras ice company is just that I was getting kind of cream with an onion skin — are coming of grossed out by looking at the back of this fall. ice cream cartons and realizing how many Frozen yogurt in WikiPearl form exists ingredients were in the product that I too, if you’re into that sort of thing. couldn’t even pronounce,” Fisher says. They’re a bit smaller — about the size of a Fisher admits that making ice cream with grape — and can be found at a few Whole liquid nitrogen is nothing new — but other Foods locations around New England. ice cream shops tend to do this with a basic (As we all know, though, frozen yogurt is kitchen mixer, and without a carefully great, but it can’t really replace the true engineered machine, it’s difficult to get the star of the show.) right texture every time. Plus, customers get While Edwards hopes that WikiPearls to watch the machine in action as it churns will one day be the new normal of ice their ice cream in a whirring, cloudy haze. cream, he’s also got plans to expand this For now, Smitten has four locations around technology into other culinary realms. the Bay Area. While Fisher doesn’t have He’s already created versions including plans to take over the world, if this ice cream cheese, fruits and vegetables — and while is truly as delicious and fresh as it looks, you we’re not sure how receptive consumers never know. will be to those, we do think the ice cream • Ice cream served inside an edible shell balls could be a hit.

I ce Cream Times - September - October - 2014

Ice Cream News

The World’s Creepiest Ice Cream

wo years ago, Philadelphia ice cream maker Little Baby’s Ice Cream published a Web video in which an androgynous model covered in marshmallow fluff scooped the gooey substance from its skull and ate it with a spoon. It was hard to look at, and hard to look away: The ad was viewed more than 7 million times on YouTube (GOOG). Another video showing YouTube commenters reacting to the initial ad got as many views. Little Baby’s, which opened its first retail location two days after the video was posted, was flooded with hate mail. “All great art is divisive,” says Pete Angevine, a co-founder of the company who once played drums in a band called Satanized. “For an hour, or maybe a year, we were probably the most hated ice cream in the world.” Angevine, 30, started Little Baby’s in 2011 with Martin Brown and Jeffrey Ziga, thinking it would be one part small business, one part bizarre art project. They made ice cream with milk from a local dairy and sold it from a modified tricycle. They cooked up weird flavors (the current menu includes Earl Gray Sriracha and cucumber dill) and vegan ice cream made with coconut milk. The trio met in the Philadelphia music and arts

scenes. (They started a Weezer cover band called Freezer.) A hotline lets customers request flavors that challenge the notion of what ice cream can be. “You can put anything in this vessel of frozen cream and sugar, and people are going to be openminded to it,” Angevine says. Among the strange creations the company has brought into the world: Green apple garlic, Maryland barbecue, tamarind yerba mate, and pizza. Meanwhile, the business has outpaced the founders’ expectations. They have two shops and four tricycle stands. Angevine uses his Toyota Prius to deliver pints to two dozen specialty grocers. The group employs about 25 workers, though the staff will shrink when the summer ends. Last year, sales were about $500,000. The company has a plan to distribute into neighboring states in the months to come. Little Baby’s dual-purpose mission as small business and performance art has given the company two separate identities. In Philadelphia, the company is known as a local business that makes one-off flavors for cultural events, such as an apple-tasting party at an urban farm called Greensgrow and a charity fundraiser at craft brewer Yards Brewing Company. Online, the company is still known for its creepy advertisements. Those include a telescoping image of the marshmallow-covered model sitting in an ice cream cone while a larger version of herself (or himself?) licks the fluff off the back of her head. In another ad, posted on YouTube at the end of last week, an actress holds a cone as tongues extend from her eye sockets. “Ice cream is a feeling,” the narrator says.

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I ce Cream Times - September - October - 2014

Ice Cream News

How about a fruit ice cream?

harles and Nirmala Sequeira were simply looking for something different to do. Little did they think that, many years later, their decision to start selling ice cream made from local fruits would catch on with customers, and open a new channel for value addition for local produce. Dakshina Kannada district of Karnataka has been experiencing unprecedented rains over the last two and a half months. With temperatures remaining cooler than average for most of this time, many small ice cream parlours in the district have switched over to making coffee, tea, dosa and such other ‘hot menu’ items as the demand for ‘cold items’ has shrunk steeply. But Charles Sequeira and his wife Nirmala, whose nineyear-old Vishal Cream Parlour has been selling natural ice creams for the last five years, are very excited about the business. “I never anticipated the ice cream would fare so well,” says Charles. “The demand is so good this year that we have not felt the usual monsoon slump in sales this time.” The natural ice cream business How did they decide that there would be a good market for natural ice creams? Sequeira admits readily that he was simply trying to do something new, and not very sure about its potential when he started out. “Everybody is venturing into something new. After my marriage, at the behest of my wife, we too decided to do something different.” The husband-and-wife team visited a lot of ice cream parlours, to taste their ‘special’ ice creams. And finally, they settled on natural ice creams made from local fruits as their focus. Today, Vishal makes eight varieties of natural ice creams - mango, chikku (sapota), anjoor (fig), banana, papaya, khajoor (dates) , tender coconut, and jackfruit. All this she knows, because of small mistakes along the way, from which they have learned. They have also discovered that some fruits are not suited to their operation. Pineapple ice cream is the one they couldn’t succeed at, despite many trials. So also with grapes. “The sour content in these fruits spoils the milk. The pineapple fibres don’t allow the pulp to be homogeneous. Fruits with more water content are not suitable,” says Charles. On several occasions they have also tried to produce natural vanilla ice cream using the vanilla powder produced by local farmers. “Unfortunately, we failed in this. If we put less vanilla powder, the flavour can’t be felt. A heavy dose leaves an after-taste in your mouth.” Nirmala volunteered to focus on quality issues. Research and development of new preparations is also her portfolio. She explains, “The quantity of fruits you need is not very much, but utmost care is required in their selection and each subsequent step of preparation.” For the natural ice creams to be tasty, very good quality milk and cream is a must. One over-ripe or slightly spoiled fruit could also make the whole batch useless. The fruits have to be ground thoroughly till no small fruit bits remain in the pulp. Nirmala adds, “You can serve fresh fruit-bits along with the ice-cream, but even if small bits are allowed in the ice cream, they solidify like ice, turn hard and spoil the overall taste.” The production costs can be high, as only selected fruits can be used. For example, tender coconut has to be slightly more mature than the ones we generally use for drinking. Its meat should be easy to scrape

with a spoon. The browny outer layer of the meat has to be completely removed, which is laborious. The Seuqeiras have also found that papayas from Bijapur are the only ones that work well, as they don’t have a strong papain smell. The Sequieras don’t add artificial colours or flavours to the tender coconut, chikku and fig ice creams. Though a bit of yellow colour is put into the jackfruit and banana ice creams, they are convinced that this is not necessary. While the usual synthetic flavoured ice creams are priced at Rs.60 per one-litre family pack, the natural fruit ice creams are priced around Rs.100. . Vishal has been making fig ice cream by using locally grown fruits. Only the during the off-season, dried figs imported from Afghanistan are used. Fig grown in this area - Malnad receives heavy rainfall - is relatively less sweet, and can’t be dried. Charles’ experiment with local figs has opened up a new value-addition channel for their utilisation. In some cases, however, the local options are more limited. Kiwifruit ice cream, a specialty of Vishal and a favourite for marriage orders, is made using imported tinned pulp. “If we use fresh kiwi fruits instead, the quality would improve substantially, but fresh fruits are very expensive and seasonal,” says Charles. Customer preferences In Vittal town, most of the customers are from the neighbouring farming areas, and typically lower middle class. To advertise the availability of natural ice creams potential customers, the Sequeiras have put big posters on their walls showing the ice creams with their respective fresh fruits. They also developed the market for natural ice creams gradually. “Initially when we started making natural ice creams, we weren’t sure how this rural customers would respond to it”, reminisces Charles, “so instead of taking the risk, we started introducing it in combination with other usual ones as assorted packages.” Soon the couple gauged the customers’ pulse; buyers clearly distinguished between natural and artificial ice creams, and showed a liking for the former. The Sequeiras then knew they had hit upon a good opportunity, and quickly began shifting to more and more natural ice creams. Charles says proudly, “Our customers’ tasteshift is clear and overwhelming. Now more than 50 per cent of our production is natural ice creams. Most of them who taste it once, repeatedly ask for the same. A major chunk of our natural ice cream sales is from carry home packs.” Chikku was the much-sought-after flavour until recently. But with the introduction of

tender coconut ice cream at Vishal a month ago, this has rapidly become the top seller. [I found this outstanding myself; a dash of cardamom suits it very well]. Another big hit is banana. Rasa bale, the rare variety of table banana, is excellent for making banana ice cream, says Charles. “It simply melts in your mouth.” Since rasa bale is not always available, he sometimes uses the popular local variety kadali (known as yelakki bale in and around Bangalore). Vishal also caters at marriages and other functions in a radius of up to 50 kilometres from the the town. Serving ice cream is now the in thing even among the rural rich at family functions, and natural ice cream - even customised natural selections - is a very good alternative to the usual synthetic

flavoured choices. At the top of the steps leading to the ice cream parlour, at the entrance, one finds an attractive poster of jackfruit ice cream. Every monsoon, thousands of jackfruits are allowed to rot. As very few like to eat it, there is not much demand. Most of these soft-carpelled jackfruits, in particular, are abandoned and simply get back to the soil. But the Sequeiras decided to embrace it. Charles says simply, “The jack is one of our own crops. We are trying all these other fruits, why not our jackfruit? Luckily it did well.” So far they have used their own fruits to make jackfruit ice cream, as they know its characteristics very well. Jamoon and Mulberry are two local fruits they want to try next. Though many other fruits too might be excellent for ice cream, many are not available in bulk, or round the year. Like the butterfruit that lends a beautiful pista color, taste and texture; it has to come from Coorg and is available only in monsoon. Tender coconut, banana, and fig are the ones that aren’t seasonal. What next? With Vishal proving such a hit, should we expect to see natural fruit ice cream come on to the markets in a big way? Carambola, rambutan, gauva, sitaphal, Bijapur graps - the list is quite a long one. That would make Charles and Nirmala very happy, besides the success it would bring to their business. There are a lot of local and healthier options to our ice cream choices, they say, and if the natural fruit ice cream market grows, that can only be a good thing.

I ce Cream Times - September - October - 2014

Gelato News

Italian gelato university comes to Vancouver A

Vancouver gelateria will be home to the first North American branch of a prestigious Italian gelato university. Carpigiani Gelato University is opening up shop at the new Yaletown location of Bella Gelateria, which is founded by Vancouver gelato maker James Coleridge. Select graduates from CGU will have

a chance to apprentice in the tiny, open kitchen. “You’re actually going to be able to watch and see people making gelato from scratch,” enthuses Coleridge. “Whether they’re from Asia or from Australia or South America, they’re going to come to Vancouver and we’re going to teach them how to do it right.” Coleridge is himself a grad of CGU, and seems to have learned his

James Coleridge is the founder and “maestro” of Bella Gelateria. (Margaret Gallagher) lessons well. He’s won numerous international awards, including top prizes at the Florence Italy Gelato Festival (2012), International Fair of Artisan Gelato (2014), and Gelato World Tour North America (2014). ‘Cool’ school Coleridge says the partnership grew out of an overwhelming demand, fuelled by his accolades. “We’re blessed here in Vancouver and [at] Bella Gelateria by having a lot of attention around the world, so we get a lot of requests [for internships],” he says. ‘It has to start 100 per cent with passion. There is a science you are restricted to. But passion is the only thing you own in this industry.”’Vancouver gelato maker James Coleridge That’s why Coleridge approached the school to create the new program. Potential students must first attend all the courses at CGU in Italy. Then, of the up to 500 students who complete the program each month, Coleridge selects the top three students for internships that last anywhere from 10 days to two months. After all, Coleridge says, “You can’t just walk off the street and learn how to make gelato. It’s not an easy process.” An old world art Coleridge says great gelato takes time. He hand-chops seasonal ingredients and lets his mixtures of milk, sugars and flavours “mature” in special equipment imported from Italy. The base is then slowly churned in small freezers based on old world technology. Gelato typically contains much less fat than commercial ice cream. Thanks to the slower churn process, gelato is comprised of only 20 per cent air, compared to the 80 per cent of ice-cream. Coleridge says regardless of the flavour, great gelato must contain one essential ingredient. “It has to start 100 per cent with passion,’ he says. “There is a science you are restricted to. But passion is the only thing you own in this industry.” Bella Gelateria Yaletown finally officially opened on Aug. 28.

I ce Cream Times - September - October - 2014

Maha Ice Cream Story

Maha Ice cream industry is expanding steadily due to high demands

Ice cream business in Maharashtra is growing at a brisk pace with demand for the ice creams staying robust for most of the year and peaking during the summers, festive and wedding season. However, along with the rise in demand, there is also increased competition, both from the large players as well as the unorganized manufacturers, who make the wholesale supplies very competitive and at cut throat prices, as in most of institutional sales prices are a big deciding factor. By Firoz H Naqvi & Basma Husain

he size of ice cream industry, estimated at Rs.4500 crore is likely to jump at about Rs.7000 crore by 2018 with its growing institutional sales coupled with youngsters spending habits on it as well as increasing disposable income of middle and lower middle class Indians in the recent times, which has developed its penchant for the frozen product. The domestic ice cream industry would grow at the compounded growth rate (CAGR) of about 25 per cent in future with high profit margins ranging between 15 to 20 per cent to reach the projected level since its per capita consumption has gone up at 300 ml against world average of 2.3 liters. The trends responsible for the growth of ice cream industry in India in particular follow large investments in advertising and infrastructure development, diversification of product portfolio targeting specific consumer segments and entry of multinationals into this business. Other factors that are credited to fuel the growth of ice cream industry consist of partnership and franchises pursued to boost

distribution and increasing cost of raw materials offsetting the higher margins. The ice cream industry confronts

its sales. Another challenge arises from lack of well developed cold chain facilities in the country but in course of time, this challenge would be overcome. India is the most rapid growing ice cream market globally, with ice cream treats fast becoming a part of Indian culture. Indian consumers are turning into regular patrons of ice cream parlors, helping to fuel greater interest in packaged offerings in the country. The consumption of ice cream for each person in India was the lowest across major global markets in 2013, but it is set to rise fast, as consumers come to associate ice cream with fun experiences shared with friends and family.

Ashish Nahar (MD) competition mainly from unorganized sector on price and quality, its consumer is growing quality conscious to fuel and stoke

manufacturers, who make the wholesale supplies very competitive and at cut throat prices, as in most of institutional sales prices are a big deciding factor. Ashish Nahar, Managing Director, Cremica ice cream, Nashik, consider Maharashtra as a developed state with huge potential for ice cream business. â&#x20AC;&#x153;Almost all national brands have their presence in the state as the commercial capital of our country Mumbai is a part of this state which has a major share of ice cream consumptionâ&#x20AC;?, he said. Creamica started in 1999 in Nashik, Maharashtra in to the business of ice cream manufacturing, and has been one of consistent and successful growth. This period has seen transformation from a trading company to a highly successful, responsive and dynamic group of manufacturing companies, which invest in building winning brands that continuously seek to create value for the consumer. Maharashtrians are big foodies and ice cream lovers. Maharashtra has assumed a cosmopolitan nature as it houses the locals as well as an abundant inflow of those from

I ce Cream Times - September - October - 2014 other states who migrated recently or long ago. Ice cream has the numero uno place as Celebration delicacy. Amol, Managing Director of Treat Ice

Amol (MD) Cream emphasized that, from status of just a seasonal dessert to the year round treat, Ice Cream has come a long way. “With rising purchasing power and emergent rising trend on food-spend, Ice cream business is bound to boom. The boom will further boost depending on how the ice-cream servers adapt to changing times and how they usher innovations, from serving styles to serving menus and combinations”, he added on. The parent company of Treat plays dual roles of being the manufacturers and also the retailers as it runs its own ice cream parlors. The ice cream is marketed under the brand name TREAT. POWER DEFICIT Maharashtra is a power deficient state, leaving some cities out; the problem is vast and shadows the Ice cream industry drastically. The electricity gaps lead to damages at the both the manufacturer and retailers-end. The retailers in Maharashtra are impacted greatly due to this, thus

Maha Ice Cream Story affecting sales also. The growth in the ice cream industry has been primarily due to the strengthening of the distribution network and cold chain infrastructure… Due to the non-availability of power in many places, ice creams sales have been 10-20 per cent lower than they would otherwise be. Treat Ice cream manufacturing facility is located in Gadchiroli - the most economically and industrially backward district of India, thus there is frequent power cuts resulting in very high power deficits in the recent years. According to Amol, due to long power cuts, the production cycles are longer for his company, thus reducing per day production capacity. “We have to spend on alternate resources of power affecting production planning, resulting in obstruction to our growth plans”, he supplemented. Ravi Sharma, Managing Director of Frostee Ice cream, said, “Maharashtra has a lot of power cuts but my company handles the situation fine as we are well equipped with sufficient Power Backups due to which companies profit margins are sure to be affected as this industry needs all time power”. Frostee has its own Refrigerated Vans for Transportation and the company offers Eutectic deep freezers for urban areas where power cuts are more frequent, he added. Frostee ice cream Started in 1987 By Manohar Sharma following strict policy of catering to institutional Market has earned a good name within a short span of time, Frostees production plant is situated in Five Star MIDC Kolhapur, accessing the entire Goa, Konkan Region of Maharashtra along with Sangli, Satara, Pune and Aurangabad Area of Maharashtra. Creamica has managed the power deficient factor by introducing eutectic type deep

freezers for their dealers with back up of more than 12 hours. Profit margins are not affected due to proper preventive measures taken in advance.

fun sharing occasions will cause sales of take-home ice cream to rocket, growing at a compound annual growth rate of 15.5% from 2013-2018. Buoyed by rising disposable incomes, increasing home-freezer ownership, and the growing reach of cold-chain distribution pathways in the country, the time is now for the Indian ice cream market. Ice cream parlors are a booming business in India, and this popularity is making its way to retail.

Ravi Sharma (MD) While according to Naina Hedge, Director Kool marketing Pvt. Ltd. of Delzia Ice cream does not face such problem being located in Pune. She said that, “the power supply in our city is largely stable with power holiday on a specific day, which enables us to plan our production schedules accordingly. We still have to rely on the gensets in case of power failures / power holidays, and self generated power is certainly much more expensive, which eats into our margins”. ICE CREAM PARLOR CULTURE India’s perception of ice cream is changing. Traditionally the Indian ice cream market has been dominated by the impulse category, with consumers seeing ice cream as an occasional treat for the hot summer season. However, the growth of ice cream parlour culture in India is causing this perception to change, which is leading to more Indians enjoying their ice cream throughout the year, and a greater demand for take-home products. As a result, Indian consumers’ desire for

Manufacturers of packaged ice cream are tapping into the popularity of the parlour by presenting fun products for sharing occasions, as well as ice cream party kits that allow consumers to add their own toppings to products, creating a fun, novel experience for all the family to enjoy together. “We at Cremica believe that ice cream is one of life’s great, simple pleasures that can be shared with family and friends of all ages. It is one of the most trusted brands in Maharashtra and we are looking to expand its exclusive ice cream parlors through franchising, said Ashish Nahar Treat Ice cream plays dual roles as manufacturers and as retailers. “We have our own Ice cream parlour chain, where we serve our own branded ice creams in the prevalent packing like cups, cones and bars in the impulse segments”. Treat Ice cream Parlors are also well known for innovative recipe and ranges of Sundaes for their consumers, informed Amol. On the same line is the Kool Marketing Pvt Ltd, according to Naina Hedge, they have a very well established brand – Delzia Ice cream parlors along with retail presence as well as whole sale supplies to institutions and events.

I ce Cream Times - September - October - 2014 Frostee ice cream has its very own parlors at Kolhapur, Aurangabad, Pune and Ratnagiri. The company also manufactures Products like Shrikhand, Amrakhand, Basundi, Lassi.

Naina Hegde (MD) THE FLAVOR FIXTURE Ice cream flavors are what make an ice cream innovative and tasty. Ice cream companies are constantly coming up with new and fresh flavors to magnetize consumers and tingle their taste buds. Nowadays there are umpteen flavors in the world of ice cream leading to stiff competition between both domestic and international ice cream companies. According to Amol the Managing director of Treat Ice cream, Vanilla is highest grossing flavour, but the demand for other flavours is also increasing. Strawberry and Chocolate have been the runners up in this. However in the ongoing times the volume consumption of Vanilla has increased, other flavours too have started to gain foothold. “We see a sizeable rise in demand in Kesar Pista, Fresh Mango, Fresh Pineapple, Fresh Sitafal and such other flavours and Rajbhog is emerging as our speciality and we see a marked preference for ice cream with dry fruits”, Amol said. He also told us that there was now an increased demand for Sundae and a rise in demand for customisation of flavours at the parlour servings. “My observation is that a regular patron will try a new flavour at least once and then react subsequently to that new flavour based on his own choices and preferences. We find our parlours to be a good testing ground for test marketing our new flavours” he stated further. Naina Hedge maintains that most events in India especially Maharashtra largely go for either vanilla or strawberry and to some extent chocolate. However in retail segment the demand for more premium flavours is much higher. On the same line Ashish Nahar also explains that maximum demand is for Vanilla, Strawberry & Butter Scotch flavours. C He said, “apart from this we also have a M customer base for all fresh fruit seasonal flavours and our hot selling item is a huge J range of Jet Cones”. Frostee strives to continuously upgrade and CM improve with the best flavor in this growing MJ market of competition to satisfy the needs of ice cream lovers. Sharma revealed that CJ there is a wide demand for our natural flavour like Sitafal, Anjir, Lichi, Fresh CMJ Mango, fresh Strawberry, Tender Coconut N and in house developed flavours like English Royale, Diamond, Mello-Jello, Pista Munch and many other exotic range. POTENTIAL In recent years, consumption of ice-cream and other frozen novelties in winters has been on the rise. A mix of factors is responsible for lessening the seasonal impact and contributing to the overall growth of the country’s ice-cream industry

Maha Ice Cream Story such as changing consumer perception, capturing regional variations, diverse consumer segments, favourable retail location, product range and innovation, festivities, and marketing and promotions. Currently growing at 12-15 percent annually, the future prospects of India’s ice-cream market seem promising for manufacturers, suppliers and retailers. A number of regional players have also started expanding. The entry of new players will further intensify the struggle to get a bigger market share. Ice cream companies are constantly upgrading technologically so as to meet the striving demand of the market. They have to be the best to present the best. The competition is leading to expansion and development of this industry so that the companies can be at par with local and international contenders. Ashish Nahar informed that, Cremica has recently expanded their production capacity by more than 50% this year. “Our plan for

the next season is to go in for automatic rotary type candy line & extrusion line in order to procure a wide range of novelty items with speedy production. We have also plans to set up ice cream parlors throughout the state of Maharashtra in a very short period of time”, he added. Frostee thrive on development and competition and the company has just installed a fully automatic candy line plant producing 2500 Candies per hour and 2 automatic cup and cone filling lines in its new plant in Kagal and Kolhapur. Sharma thinks to be in market they need to map out future prospects of market and technology, so as to satisfy the needs of ice cream lovers. Amol Joining the group says that to be in the futuristic competition we have to be geared up with new machinery to streamline the production and other infrastructure to back up the growth plan. Treat Ice Cream manufacturing facilities have set proper foundations in the three eastern districts of Vidharbha - Nagpur, Chandrapur and

Gadchiroli, said Amol, and for the coming future we have targeted entry into all districts of Vidarbha. Naina Hedge added that Kool Marketing has been constantly upgrading and improving upon the plant and machinery and the processes to stay ahead of competition and also looking to add capacities to the existing ones. CONCLUSION Maharashtra Ice cream industry is expanding steadily. Ice cream companies are developing according to demands and need. The industry is determined to overcome hurdles like power cuts to produce best and innovative ice creams. Competition is inflexible for them from their counterparts as well as from the international brand competition. But the ice cream industry in Maharashtra is continuously developing and upgrading technologically to create a niche and space for themselves in the Indian as well as international ice cream market.

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