Amul looks to expand ‘dark chocolate’ portfolio

10 Feb, 2018

 

Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) promoter of Amul brand forayed into chocolates to supply chocolate for its ice-cream variants in 1973. Later, Amul Chocolates was launched but for years it failed to attract attention in milk-dominated operations of the Federation. But in mid-2016, Amul revamped its chocolate branding and introduced dark chocolate in different varieties.

It has plans to expand their chocolate vertical by making high cocoa-content chocolate variants under its ‘single origin dark chocolates’. GCMMF is gradually gaining prominence as India’s ‘dark chocolate maker’ providing nutritional-rich cocoa with maximum quantity in a chocolate bite making chocolate consumption a healthy affair. Having chocolates with upto 75 per cent cocoa content, they now plan to launch 100 per cent cocoa chocolate setting new rules for the chocolate industry.

Cocoa is a rich source of anti-oxidants, iron, calcium and other minerals besides its ‘bitter’ taste. MD of GCMMF, R S Sodhi said “The aim is to upgrade the existing chocolate consumers from sugar-rich to cocoa-rich experience. We are the only player to have cocoa content of up to 75 per cent in our dark chocolates. Soon, we will be launching chocolates with 90 per cent cocoa-content and going upto 100 per cent. Amul chocolates have created a new niche in the chocolate industry.

Amul has invested Rs.300 crore to upgrade its chocolate facility at Mogar on National Highway-8 from 200 tonnes per month to 1000 tonnes with an excess room for doubling the capacity at the same premises. With current turnover of Rs.150 crore from chocolates, Amul anticipates touching Rs 1000 crore turnover by 2020 as awareness and acceptance rises for the dark-chocolates. Sodhi said “This will mean more money to farmers. Higher earnings of GCMMF will be ultimately distributed among the farmers. This way, we are redefining the Amul brand with more inclusive portfolio and premium offerings in line with the pure and natural image of the brand.”

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