Vadilal's 'Power Sip' flavoured milk to enter UP

Within a couple of months since its successful flavoured milk ‘Power Sip’ brand launch in Gujarat, followed by Madhya Pradesh, India’s leading ice cream and frozen processed foods major - Vadilal Industries Limited – is all set to introduce it in Uttar Pradesh. Being the number one ice cream player in UP, the company will utilise its extensive retail network in the state to offer its flavoured milk brand to consumers in Lucknow, Kanpur, Agra, Faridabad and Ghaziabad initially.

This   initiative is a 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%.

Commenting on the company’s plans for its flavoured milk business, Mr. Devanshu Gandhi, Managing Director of Vadilal Industries Ltd said, “Our Power Sip brand got an overwhelming response from consumers in Gujarat. This gave us the confidence to then introduce it earlier than planned in nearby Madhya Pradesh in the second month itself and there too the response has been very favourable. So, now in February we are taking Power Sip to Uttar Pradesh, one of the largest consumer markets in the country. More states will follow thereafter. Our aim is to capture a 5% to 7% share of the flavoured milk market in India over the next three years.”

Mr. Rajesh Gandhi, Managing Director of Vadilal Industries Ltd added, “This is our first major launch in the non-ice cream dairy sector and we plan to introduce more products in this space in future. 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.”

Vadilal’s 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.

Power Sip comes in a uniquely shaped bottle so as to ensure a proper grip for the consumer on the move. The logo design which shows the image of a lightning streak denotes a surge of energy/power that one can feel after drinking Power Sip. Strong and bold fonts are used to connote the solidarity and power which is also one of the inherent goodness of the milk inside.