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Vadilal Industries has entered the Indian flavoured milk market with its new ‘Power Sip' under the Vadilal Quick Treat umbrella brand. This new initiative is part of the company's long term strategy to offer a wider range of frozen food products to consumers and its first major product launch in the beverages market. The potential for growth in the Indian flavoured milk is very good with an estimated annual growth rate of 15-20%. Vadilal will utilize its strong ice cream retail distribution network to make this new product a popular brand across India over the next few years.
VadilaFs Power Sip will come in a 180 ml bottle priced at Rs 18 with three flavours - rose, elaichi and kesar. More flavours like chocolate, badam and coffee will follow in a few months. No preservative are used in Power Sip and it has a long shelf life of six months.
Flavoured milk is largely an impulse category product and Vadilal will focus on making Power Sip available at tourist places, railway stations, bus stands, airports, schools & college canteens, etc. This brand targets people on the move who seek quick, healthy and hygienic way to refresh and re-energize.
The company made this announcement during the trading hours today, 07 December 2012.
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