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PVR launches V-Frozen gourmet gelatos in cinemas at the onset of summer
Friday, 29 April, 2022, 12 : 00 PM [IST]
Our Bureau, Mumbai
PVR Cinemas, further enhanced its F&B portfolio by introducing premium quality Gourmet Gelatos under the brand name ‘PVR V-Frozen’ - a first time for cinema category. The range is low in calories and sugar while having a rich taste as these gelatos are made from natural blend of Italian and Indian ingredients. The product will be available in 6 different flavours including Green Tea Matcha, Strawberry, Dark Chocolate Sea Salt Caramel, Coconut Vegan and Sugar Free, Belgian Chocolate and French Vanilla. Delicious and wholesome, PVR V-Frozen Gelatos have zero preservatives and are being launched in 500 ml tubs.

Gelato is a frozen dessert of Italian origin and the word "gelato" actually means "ice cream" in Italian. The product uses more milk and less cream and doesn’t use egg yolks, which are a common ingredient in ice cream. Thus, making it healthier as it has a lower percentage of fat than ice cream. It is being launched in select cinemas in Delhi, Gurugram, Noida, Ghaziabad, Chandigarh, Jalandhar, Ludhiana, Guwahati, Ahmedabad, Indore, Surat and Hyderabad in the first phase.

Rahul Singh, chief operating officer, PVR Limited, said, “PVR understands that food is an integral part of patron’s movie going experience and hence with innovation in cinema menu and new initiatives we have managed to spoil our customers for choice, catering to varied customer expectations as well as enhance seasonal and day-part offering.  We aim to attract the health-conscious audience through this product. Using audience consumption data, we now have deeper insights into their preferences and customise our menu according to their evolving tastes”.

Ready-to-Eat (RTE) food is fast becoming an important category under the ‘Eats’ portfolio in PVR after cinema munchies like Popcorn, Nachos and aerated beverages. With a wide range of RTE and freshly made food available in its cinema, PVR has been able to change the general consensus of consumers.  Now, they are choosing to eat a meal inside the cinema on account of the range, quality and differentiated offering. PVR has recently introduced Bento Box Meals in Indian and Asian cuisine which the consumers are relishing as well as the authentic taste and aroma of Hyderabadi Murg and Paneer Biryanis for its patrons. The gelatos range is a part of the Ready-to-Eat foods that PVR is aggressively targeting to make it bigger.
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