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Go cheese launches shredded cheese varieties, fully vegetarian from cow’s milk
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Wednesday, 02 February, 2011, 08 : 00 AM [IST]
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Swati Iyer, Mumbai
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 Maharashtra based Parag Milk Foods, known for its Gowardhan brand of dairy products, launched Go Natural Shredded Cheese, under its Go Cheese brand. The company has launched four varieties under this, Pizza Italiano, Mexican Style, Italian Pasta, Processed Cheddar cheese. Fully vegetarian and made from 100 per cent cow’s milk, the shredded cheese variety will soon be made available across India at local supermarkets and major retails stores. The product would be available in 150gm pack priced at Rs 85.
Unveiling the new products at the launch, Devendra Shah, chairman and managing director, Parag Milk Foods Pvt Ltd, said, “Go Cheese has a history of producing innovative products that satisfy the palate of Indian consumers bringing an international taste. This time again we have come up with Go Shredded Cheese, which will be available in three variants namely Pizza, Pasta and Mexican. This shredded cheese has been developed for the Indian consumer making it easy for cooking dishes like pasta, lasagna, sandwiches. We are sure that Go Shredded Cheese will revolutionise the Indian market with versatility.”
According to Rahul Akkara, vice-president, “Price, variety and availability are the three factors that give Go Shredded Cheese a competitive edge over other products. Shredded cheese isn’t easily available. Products from international brands like Kraft are available at some outlets but at a very high cost, compared to Go Shredded Cheese. To add, we have specific variety of cheese for specific dishes, like Mozarella cheese that is ideal for making pizza.”
“Go cheese accounts for around 10 per cent of the 2400 metric tonnes of the Indian cheese market, per month,” stated V P S Malik, GM, sales-institution. “The company recorded a sales turnover of Rs 500 crore last year, and this year it is looking forward to crossing Rs 800 crore.”
The brand brings in a range of delicious cheeses and cheese products such as cheddar, mozzarella, spreads, wedges and powders for the Indian consumer, all made from 100 per cent cow milk. The cheese products introduced through the 'GO' Cheese range are made at Gowardhan's cheese manufacturing facility at Manchar, near Pune.
The product portfolio includes skimmed milk powder, whole milk powder, ghee, processed cheese, butter, dahi, proprietary foods like dairy whitener and gulab jamun
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