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Honeybee Amusements introduces ice-cream brand Mini Melts in Bengaluru
Thursday, 25 April, 2013, 08 : 00 AM [IST]
Our Bureau, Bengaluru
Honeybee Amusements Pvt Ltd (HBAPL), the holding company for Mini Melts ice-cream's India franchise, has launched its first outlet in Bengaluru. Mini Melts will be available at over 20 locations in the Karnataka capital during its launch phase. It has also set a target to open 1,200 outlets across the country in the next three years.

“Given the onset of a sizzling summer in India, we have brought in a perfect companion to beat the heat with its first launch in Bengaluru,” said Shoeab Salim, managing director, HBAPL. Mini Melts is available in an array of premium flavours and is manufactured using a patented process.

It is priced at Rs 40 for an 82g (3oz) cup. There is also a 5oz variant priced at Rs 60 and an 8oz pack priced at Rs 85. It will be available at retail kiosks, carts and serving freezers at theme parks, entertainment centres, retail stores, shopping malls, cafes, etc., where people, particularly children, congregate.

“In addition to the standard flavours, it will offer exclusive specialty flavours from time to time, for special events and holidays. It can also be custom-made to any flavour or colour desired if the customer places a minimum order of 60 gallon,” Salim added.

Mini Melts' specialty international flavours include Banana Split, Birthday Cake, Chocolate, Cotton Candy, Mint Chocolate, OREO Cookie and Cream, Double Chocolate Chip, Strawberry and Vanilla. Mini Melts has three product ranges covering ice-cream, sorbet and ice granules.

It contains 100 per cent milk fat and is vegetarian. The brand will be rolled out in the National Capital Region (NCR), Gujarat, Maharashtra, Tamil Nadu and Andhra Pradesh in the next phase. The ice-cream is produced at a temperature of about -190 degrees.

Unlike traditional ice-cream, Mini Melts is flash-frozen to lock in its flavour and has no air whipped into it, so the consumer gets 100 per cent pure ice-cream. It comes in small popcorn shapes. In order to keep its shape and flavour, Mini Melts is stored at -45 degrees C in specially designed and imported freezers.

The Indian ice-cream market is worth Rs 2,500 crore and is growing at 20 per cent annually. Mini Melts is pegged at the top end of the market with affordable pricing that will drive its market share.

“We will launch the Mini Melts Kids Café network to add to the experience of consuming the ice-cream,” Salim said. Other high-growth areas that have been identified include forming strategic partnerships with value-added resellers and restaurant operators.

HBAPL has set up a state-of-the-art manufacturing plant in Bengaluru, which is in the process of seeking ISO:22000 certification. All equipment for production and packaging has been imported from the United States, in addition to the patented recipes and ice cream-making formulae.
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