Amul launches Epic, a premium range of ice creams

Amul ice cream has launched Epic, a super premium range of ice cream in India.

The brand is committed to offer best quality by positioning ‘Real milk, Real ice cream’.

The new launch is the strategy to take the next level growth with the launch of super-premium range of ice cream.

Super Premium ice cream is defined as one with lower amount of aeration and a higher fat content than regular ice cream thereby giving rich taste and more weight/volume to consumers.

It tastes creamier and richer than regular ice creams. Also, it carries high value ingredients such as premium nuts, fruits or flavour.

Amul has invested in a state of the art plant to launch extrusion range of ice cream across India and developed super premium range of ice cream exclusively for this product.

Also, ice cream in this product has less aeration compared to regular ice creams. To make this product more premium, the bars are coated with exotic Belgian chocolate, which is richer in taste as compared to regular chocolates.

Amul EPIC bars are available in two flavours i.e. Strawberry Vanilla 80ml at Rs 35 and Choco Almond 80ml for Rs 40.

Amul EPIC has been launched in Delhi on 17th February and will enter other major markets across the nation by March’15.

The launch will be supported by a major campaign in print, TV, outdoors and social media.

Other major launches by Amul in the Summer of 2015 are : Rajwadi Kulfi Icecream, Choco Almond and Black Currant Sundae, Sugarfree in Cones, Flaavyo Frozen Yogurt in Cones (both cones for the first time in the world), Chocolate Fudge CremeRich Premium Icecream, Imli – Real Fruit based candy and many more variants in the existing range.

The products would be marketed by the Gujarat Co-operative Milk Marketing Federation Ltd., India’s one of the largest food products marketing organization.