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Amul to use only natural vanilla in ice-creams
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Saturday, 22 March, 2008, 08 : 00 AM [IST]
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Amul, the market leader in ice creams in the country has decided to use only pure natural vanilla extract for its entire vanilla ice-cream range. Amul has completely changed over to use of Natural Vanilla in all its ice creams a month ago. Amul is the first national brand to do so.
During 2005 farmers of Kerala contacted Chairman, GCMMF for assisting them in marketing Vanilla as price realisation to farmers for Vanilla had decreased to very low levels during that time. The farmers of Kerala later visited Amul and taking inspiration from the Amul model, created their own Producers' Company, engaged professionals for managing their affairs and started value-addition in Vanilla under their brand 'Vanilco'. They later sent samples of extracted Vanilla to Amul for testing.
Subsequently, the farmers of Kerala also met Union Agriculture Minister, Shri Sharad Pawar and requested him to make it mandatory for all ice-cream manufacturers to use natural vanilla in Ice-Cream instead of synthetic vanilla. Understanding their sentiments and theirs also being a farmers' organisation, Amul decided to switch to Natural Vanilla in its ice-creams in order to assist the farmers of Kerala and provide them market access. Pure natural vanilla is an extremely complex flavour from the fruit of an orchid called vanilla planifolia. The major flavour component of vanilla beans is natural vanillin which appears as a white crystal line material on well cured aged beans.
In order to serve the consumers better by giving them a healthier product, vanilla ice-cream with natural flavour will be available in a wide array of packs. The 50 ml and 100 ml packs will be available at the current price of Rs 5 and Rs 10 respectively. The 1.25 lt. pack will be priced at Rs 80 for Gujarat and Rs 85 for the rest of the country while the price of 1.5 lt. pack will be Rs 100.
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