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Mama Mia! fat free gelatos preferred as a dessert option among health consumers
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Tuesday, 16 June, 2009, 08 : 00 AM [IST]
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Nandita Vijay, Bangalore
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Mama Mia Group of gelateria outlets is now scouting for franchise partners to expand its footprints across the country. The franchise outlets will allow faster access in metro cities which is part of its aggressive expansion plans.
"Based on traditional recipes from Chef Danielle Ghisalberti of Bergamo, Italy, Mama Mia! Gelato was started in India by Natasha Aggarwal in Kolkata where the brand has 10 gelatarias. Last year, the gelato major kicked off its operations in Bangalore. The growing popularity of 96% fat-free cream gelato, 100% fat free fruit sorbets and sugar-free gelato suitable for diabetics and the health conscious has led the company to expand. To begin with it will be setting up its 14 outlet in the country and fourth centre in Bangalore.
The company is well-known for its range of cream and fruit gelato (sorbetto) involving no milk or cream which are much sought after by the diet conscious consumers. We opted for Bangalore because of the global cosmopolitan culture which is a combination of professionals and youth. We cater to high-end customers who are well aware of gelatos synonymous with Italian life and culture. In fact, the key growth factor of our business has been the low fat, innovative flavours and attractive ambience which is a total package of offering to customers, Natasha Aggarwal, CEO, Mama Mia!, told F&B News.
Being cent per cent fat free, Mama Mia! fruit gelato is a haven of indulgence for all those watching their figures. Some flavours contain up to 70% natural fruit pulp which is sourced out from various parts of the world, she added.
Its Dialite Sugar Free flavours, 96% fat free, is specially created for their diabetic guests with Splenda.
Fruit gelato flavours include Green Apple, Blueberries, Sicily lemon, Honey dew melon, Fresh Lychee, Fresh Alphonso Mango, Wine grape and Tangerine. The product brings out the real fruit. For instance, the Sicily lemon is sour, referred in common parlance as the "khatta ice cream", is a popular flavour with both adults and kids.
The cream gelato includes exotic flavours like Irish Coffee, Strawberry Cheesecake gelato,Fudge Brownies, Belgian Dark Chocolate, Fererro Rocher, Kit Kat, Bailey, After Eight,and Forest Berries. A range of frozen fruit yogurts is also available.
There are thick shakes, gelato sundaes and dessert combinations also on offer. Popular ones include Cookie Chip Dip, Black Forest Sundae, Fererro Rocher Sundae and the traditional Banana Split. There is also a 100% fat free creation, interestingly called " Who Cares!" for those watching their figures, made with one's choice of 100% fat free fruit gelato and seasonal fruits. Seasonal creations include Fresh Alphonso Sundae, Fresh Strawberry or Lychee Sundaes.
The gelato is made fresh daily in small batches, typical of an Italian gelataria. On any day, there are about 24 flavours on offer which are changed on a regular basis. "Every flavour at Mama Mia! is different and complete by itself. We do not believe in offering our guests regular and common flavours. Moreover, we aim to have at least one new flavour every week" informed Ms. Aggarwal. In the pipeline, are an entire range of gelato cakes, gelato truffles and various other frozen creations. Plans are underway to introduce the gelato cakes in Bangalore. Every month two new flavors are added. Belgian Dark Chocolate is a fast moving product. Mama Mia Gelato is priced at Rs 55 per scoop. The Sundaes at Rs 120 to Rs 150.
The outlets have not been impacted during the recessionary phase primary because the target customers are the higher income, quality conscious and appreciating the premium ingredients in the gelato, according to Ms. Aggarwal.
Mama Mia! is not only about a delicious product but a delightful experience. This is translated through the attractive gelatarias from which the brand will exclusively retail. Free tasting of every flavour is encouraged at any Mama Mia! Gelataria and the staff go out of their way to ensure customers get a taste of every flavour on display. The aroma of freshly made waffle cones adds to the ambience of the ice-cream boutique, stated Ms. Aggarwal.
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