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Anand, Gujarat, India
Amul has now entered the branded ready to serve Coffee market with the launch of Amul Kool Cafe all over the country today. Made from pure milk and coffee and developed to suit Indian taste, Amul Kool Cafe will be available in drink pack options of bottle, tetrapak and can. Priced at Rs. 15/- for a 200 ml disposable bottle, Rs. 15/- for a 200 ml. tetrapak and Rs. 20/- for a 250 ml. can, Amul Kool Cafe provides value for money to the consumer.
Amul Kool Cafe is targeted at 'Generation X' who is in search of a healthy beverage which is tasty, trendy, and nutritious. Amul plans to launch in the near future Coffee Mocha, Coffee Sugar free and decaffeinated flavours.
With this launch, the Gujarat Co-operative Milk Marketing Federation Ltd., Asia's largest integrated dairy products manufacturing and marketing organization and India's largest food company, further consolidates its position in the beverage market. The non-carbonated drink market has been showing a hefty double digit growth since the last couple of years. GCMMF is now a leading player in the Indian Dairy beverage market with over 90% market share in branded packaged dairy drinks segment.
In keeping with its goal of emerging as the single largest entity in the dairy beverage market, Amul introduced low calorie thirst quenching drinks, nutritious and tasty Amul Masti Buttermilk in addition to Amul Kool range of flavoured milk and also India's first Sports and Energy drink Stamina. In keeping with this trend it has now launched Kool Cafe targeted towards the youth.
The Indian soft drink market is worth about Rs. 6000 crores per annum. The soft drink market can be broadly divided into two major segments - carbonated soft drink and non-carbonated soft drinks. The carbonated drinks account for 85% of the total soft drink market. However, the growth rate has been stagnant and in fact declining over the past few years. The non-carbonated drinks category includes special categories like fruit drinks, juices and dairy drinks, etc. With the changing lifestyles, the growth in non-carbonated drink category has been much higher than the carbonated category. There is an inherent need in the mind of the Indian consumer for a healthy drink. Amul Kool Cafe satisfies this need.
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R. S Sodhi, Chief General Manager, GCMMF Ltd, +91 98240 11058 sodhi@amul.coop
Source: Amul (Business Wire India)
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