Bite-sized ice creams have been there in the Indian market for some time, but only recently have they begun to intrigue people. So Havmor has introduced “Shotties” – miniature bars in dark chocolate and choco crunch flavours.
Havmor is not the only player in the bite-sized ice cream space. Others include Mumbai-based Kwality Wall’s, New Delhi-based Creambell, Ahmedabad-based Vadilal, and Tamil Nadu-based Arun.
The good thing is that their prices are also ‘bite-sized’.
According to Vincent Noronha, vice president, marketing, Havmor, Shotties cater to the need for a quick, indulgent chocolate treat without the binge. Consumers are not heterogeneous, and neither are their emotional and consumption needs. The market has matured enough for us to scope each segment and need with differentiated offerings.
The consumption, as per Noronha, “is large in the metros, mini-metros and Tier-I markets, but the developing infrastructure in the rural regions of the country may pave the way for new opportunities.”
Havmor, which is targeting young adults with its Shotties offering, feels that it’s also a great product for mothers, as it offers a quick treat for their children.
In fact, these products aren’t just popular with school and college kids. Even adults get a chance to try out the variety on offer. Sometimes, they want a bit of refreshment or temptation without getting concerned about their health.
“It was this insight into consumer behaviour that led us to the thought behind Shotties, a multi-pack of 10 pieces.” Ice cream sales are largely skewed towards offline retail stores, more so than most other FMCG products. The same also holds for bite-sized products. We have seen consumers buying 5-10 pieces of our existing bite-sized ice cream together.
The combined online and offline orders satiate a retail customer. Also, the size of these products can go on to make for an excellent B2B seller. Just think about welcome treats at hotels and resorts or conferences instead of carbonated or sugary beverages.