Game-Changer for Ice Cream Industry
A special Coverage
MICKS FOODS, an Ingredients company is based out of Hyderabad, Micks has become a preferred brand amongst ice cream players.
The brand has made significant infrastructure investments, including R&D, a distribution network, and state-of-the-art production units. Every product is handcrafted with love and care, following time-honoured traditions and using only the best ingredients.
In this exclusive interview, Prashant Borse, the Head of Marketing at MICKS FOODS, shares insights into the company’s innovative approach to product development and their commitment to empowering the Indian ice cream industry. Prashant discusses their recent product innovations, their growth strategy, and introduces an array of premium dips and toppings that promise to revolutionize the ice cream industry in India.
What is the company’s approach to fostering innovation in the development of new products? Could you provide an example of a recent product innovation that has been well-received by customers?
Our company’s approach to fostering innovation in the development of new products is rooted in our commitment to delivering an “international product at an Indian price point.” We firmly believe that introducing a new product should not be merely a project or an event; instead, it should serve as a catalyst for Indian ice cream manufacturers to achieve global excellence and elevate Indian values to the next level.
At MICKS, our innovative products are a testament to this vision. We take pride in creating products that are exceptionally unique, many of which the world may not have encountered before. Take, for instance, our Nutalia ice cream with French biscuits, Speculoos spread, and Honeycomb, which have garnered widespread acclaim. These offerings exemplify our dedication to pushing the boundaries of what’s possible in the ice cream industry.
One of our recent innovations that exemplifies our commitment to cutting-edge technology is the introduction of the Ice Cream Sandwich Biscuit. This product, developed with state-of-the-art technology, meets European standards in quality and taste. By doing so, it eliminates the need for Indian manufacturers to source such high-quality products from Europe, making it more convenient and cost-effective for them to excel in their craft. This reflects our ethos of innovation, which aims to empower Indian manufacturers to compete with global brands on a level playing field.
Our pursuit of innovation doesn’t stop there. We have also introduced the Honeycomb product, which has been exceptionally well received by top FMCG brands in India. This success underscores our ability to not only create unique products but also ensure they resonate with the diverse and discerning tastes of Indian consumers.
Are there any plans for diversifying the company’s product or service offerings to support growth plan? What are they?
The company’s growth strategy is firmly rooted in leveraging our core competencies to support the Indian ice cream industry. Instead of traditional diversification, we choose to integrate what is most relevant to our expertise. A key element of our approach is providing customized solutions to our partners, allowing us to deliver precise, cost-effective solutions with high impact.
We firmly believe that the Indian ice cream market is ripe for innovation, and our strategy revolves around introducing innovative products that resonate with consumers. We recognize that industry growth hinges on effectively marketing and gaining market acceptance for new categories. For instance, we anticipate the emergence of sandwich ice cream as the next consumer trend, and we firmly believe that the Indian ice cream industry should seize this trend to drive growth.
Take a glance at our innovative products:
Crafted to perfection, our dips are designed to delight your taste buds and captivate your customers, setting your ice cream parlour apart from the rest.
Milk Chocolate Dip: Immerse your ice cream in the velvety embrace of rich, creamy milk chocolate. The classic favourite, this dip adds a luscious layer of sweetness that will leave your customers craving for more.
Dark Chocolate Dip: For those who savour the bolder side of life, our dark chocolate dip is an indulgence that boasts intense cocoa flavours. It’s the ideal choice for true chocolate connoisseurs.
White Chocolate Dip: Experience the sweet elegance of white chocolate. This delicate and smooth dip provides a hint of luxury and an enchanting contrast to your ice cream’s flavours.
But that’s not all! Our premium range goes beyond conventional choices, offering innovative and tantalizing options:
Speculoos Dip: An enchanting blend of the beloved speculoos cookies, this dip brings a hint of spice and a whole lot of character to your ice cream creations.
Hazelnut Paste Dip: Discover the rich, nutty delight of hazelnuts in every bite. This dip is a celebration of pure, unadulterated hazelnut flavour.
Brownie Dip: Our rich and velvety brownie dip is the ultimate treat, adding a luscious chocolatey layer to your favourite ice cream. Elevate your ice cream experience with every bite.
What makes our premium dips truly special? They are trusted by India’s biggest FMCG brand, a testament to their superior quality. With our dips, you are not just purchasing a product; you are investing in a taste experience that’s been endorsed by the best in the industry. Indulge in the same quality that the biggest names trust. Don’t miss out on the opportunity to stand out in the ice cream industry. Choose the best; choose us!
Our decoration range is:
Introducing our exceptional Butterscotch and Chocolate Buttons, paired with delightful Brownie Crumbles—the ultimate trio that will take your ice cream creations to the next level. Crafted with precision and finesse, these premium toppings are on par with the finest brands, and India’s largest FMCG brand endorses these delicious additions for their ice cream, setting a gold standard that you too can achieve.
Butterscotch :
Experience irresistible butterscotch, where every button is a perfect harmony of sweet caramel notes, contrasting with creamy ice cream. Crafted for exceptional texture and taste, this butterscotch transforms your ice cream into a masterpiece of indulgence.
Rainbow Choco Buttons:
For the ultimate choco experience, our Choco Buttons are your ticket to pure bliss. These luxurious, colourful cocoa-filled ice creams delicately sit atop your ice cream, forming a delectable choco shell that gives way to the luscious creaminess inside.
Brownie Crumbles:
These crunchy brownie crumbles provide a delightful contrast to the smooth ice cream and add a delightful textural element. Every spoonful becomes a delectable adventure of flavours and textures.
Up your ice cream offerings with our wide variety of exceptional products. Our customers deserve the very best; don’t miss out on this opportunity to stand out in the ice cream industry!