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Karnataka Milk Federation widens product portfolio with sugar free variations
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Monday, 29 November, 2010, 08 : 00 AM [IST]
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Nandita Vijay, Bangalore
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Karnataka Milk Federation (KMF) has now launched two sugar free products for the health conscious consumers. The products sold under the brand name Nandini are milk peda and probiotic frozen food.
The products -- milk peda and probiotic frozen food -- are manufactured using sucralose instead of cane sugar and in the test market drive were found to indicate a positive response, according to Ravikumar Kakde, director, marketing, Karnataka Milk Federation.
Nandini milk peda has already been a popular product in Karnataka. Going by the rising diabetic population in the state, we needed to address the concerns of such consumers and developed the sugar free peda using sucralose as the sweetening agent which contains zero calorie. This product can be consumed by the diet conscious and diabetics, he added.
The Federation is also gearing up to introduce a new scooping fruit yoghurt and dry fruit burfi. The latter will be an addition to its ethnic sweets family which has11 Stock Keeping Units dominated by Mysore Pak and Milk Peda. Plans are under way to also introduce rasagullas and jamuns in tins.
The fruit yoghurt would be available in mango and strawberry flavours. Despite the presence of Nestle, Amul, Parag Foods and Niligris with its fruit yoghurts, Nandini quality brand recognition would help to encash the success, he added.
The milk major is also working to introduce the processed and cheddar cheese by the month end.
On the ice cream front which is a seasonal product, the Federation is on a balancing act to ensure sales of these products in winter months with the introduction of a scheme 'pay for one and take two' which includes the family packs of chocolate butter scotch, black currant and Tutti frutti.
All these initiatives would add on the top line growth of the company, stated Kakade.
The Federation has a total SKUs of 166, of which 60 are ice creams and the remaining ethnic sweets, butter ghee, skim milk powder, Ultra High Temperature (UHT) ready-to-drink milk, dairy whitener, milk, curds and flavoured milk in bottles and tetra packs.
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