Amul Launches Fresh Paneer

Anand, Gujarat, India

With the launch of Amul Fresh Paneer on November 26, 2007, Amul is all set to enter the Fresh Paneer segment by leveraging its Liquid Milk distribution network covering over 100000 retail outlets across India. Amul Fresh Paneer is the latest addition in its product portfolio in its quest to become the numero-uno brand in the Indian Paneer market.

After establishing itself as a market leader in Frozen Paneer category through its Amul Malai Paneer brand commanding over 65% market share in the branded Paneer market, Amul is now entering the Fresh Paneer segment in order to strengthen its position in the Dairy products category.

To start with, Amul will be launching Amul Fresh Paneer which does not contain any harmful chemicals or preservatives, in Ahmedabad through its Liquid Milk distribution network. Amul Fresh Paneer will be available at all Milk outlets in Ahmedabad round the year in the convenient sizes of 200 g Block priced at Rs. 25/- and 1 kg Block priced at Rs. 115/-.

Amul Fresh Paneer is an ideal choice since it is made from Pure and Fresh Milk giving it a rich and creamier taste. It has high fat content and low moisture content as compared to loose Paneer available in the market. Amul Fresh Paneer has smooth & uniform texture which is required for preparing mouth-watering recipes. Since it is available in tamperproof sealed poly- pouches, the quality of Amul Fresh Paneer does not get affected and can be stored in the refrigerator for 15 days. Amul Fresh Paneer is easy to use as it can be cut, fried & grated as per the choice.

Indian Paneer market is estimated to be around one lac metric tonnes per annum, 80% of which is sold as loose Paneer by local milk vendors. It is the largest dairy product sold in terms of volume after Liquid Milk. Paneer is a universally accepted product across Indian sub-continent and is the highest consumed dairy product. Paneer market can be divided into two major segments viz consumers & institutions. Institutional segment contribute to over 80% of the total Paneer market. However this segment is highly price sensitive.

Source: Amul (Business Wire India)

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