Transitioning from Skei to “It’s Skei Time,” the brand has experienced a remarkable journey since its inception as an independent entity in May 2022. In just 24 months, it has become a top contender in the ice cream industry.
Reflecting on the milestones achieved during this period reveals a transformation that has set new trends within the ice cream sector. “It’s Skei Time” has taken the ice cream world by storm, achieving significant growth in a short span of time.
What sets Skei Ice Cream apart from typical ice cream brands is its strategic focus on developing a strong brand identity and diversifying its product lines. This approach has allowed Skei to stand out in the competitive market, making a lasting impression on consumers and industry experts alike.
Key to their success:
Trend Integration: Embracing various trends such as seasonal festivals and cultural events, Skei Ice Creams has seamlessly integrated its “It’s Skei Time” concept into the fabric of everyday life.
Unique Flavours: Pushing boundaries with innovative flavours like Passion Fruit Twister, White Choco Bars, Halo Mango, Blue Boom Bars, Red Velvet, and Tender Coconut, Skei Ice Creams caters to diverse tastes.
Natural Dairy Focus: Capitalizing on the increasing demand for natural dairy products, Skei Ice Creams offers a range of sizes in In-Mould Labelling (IML) containers, appealing to health-conscious consumers.
Social Media Presence: Leveraging social media and out-of-home (OOH) advertising, Skei Ice Creams engages with its audience through captivating content, interactive contests, influencer partnerships, and user-generated campaigns, fostering a loyal online community.
Mobile Expansion: Beyond traditional retail, Skei Ice Creams has expanded its distribution channels through food trucks, delivery partnerships, and pop-up shops, enhancing accessibility to its products.
Strategic Expansion: Expanding beyond its origins in Kerala, Skei Ice Creams has ventured into new territories, becoming a household name in Maharashtra, Goa, North Karnataka, and even reaching international markets like the United Arab Emirates.
Multilingual Adaptation: Embracing linguistic and cultural diversity, Skei Ice Creams communicates in multiple languages, resonating with consumers across six South-West Indian states and the UAE.
By combining innovative flavours, catering to dietary preferences, and maintaining a strong online presence, Skei Ice Creams has emerged as a frontrunner in the frozen treat industry. The future holds promise for further flavour innovations and strategic ventures as Skei continues to redefine the ice cream experience.
Hashim Basheer, Lead Consultant, Wide Verticals shares his views on the interview conducted by Ice Cream Times magazine. Here are his replies:
What inspired the transition from Skei to “It’s Skei Time,” and how has this rebranding contributed to the brand’s success in the ice cream industry?
As a popular brand, Skei needed to connect with its larger audience base across different moods and occasions. At Skei, we believe in the diversity of our culture, and that’s where the “It’s Skei Time” campaign came into relevance. Now, the slogan “It’s Skei Time” is present everywhere—whether it’s an election, Holi, a regional tourism festival, or a university or school event.
The vibrance created by the “It’s Skei Time” campaign boosts the mood of our consumers across all age groups and engagement patterns. This enhanced engagement eventually translates into brand loyalty, which in turn drives revenue.
How has Skei Ice Creams successfully integrated its “It’s Skei Time” concept into different cultural and seasonal trends, and what impact has this strategy had on consumer engagement?
The “It’s Skei Time” campaign was created to engage with consumers on a deeper emotional level, moving away from the typical focus on flavours and ingredients common in the ice cream category. Ice cream is often consumed to enhance mood, uplift spirits, and celebrate special occasions or parties.
We wanted to own these “ice cream moments” and branded them as “Skei Time”. Nowadays, people are more loyal to brands that engage with their moods. By participating in various events, Skei started socializing with the community. This approach has allowed the brand and its campaigns to create trends within different cultural spaces.
Skei Ice Creams has introduced unique flavours like Passion Fruit Twister and Halo Mango. How does the brand approach flavour innovation, and what criteria are considered when developing new flavours?
Experiments! First of all, Skei is not afraid of trying different ingredients combinations to find a perfect recipe.
At Skei Ice Creams, our approach to flavour innovation is rooted in experimentation and customer engagement. We are unafraid to try different ingredient combinations to discover the perfect recipe. To understand what flavours our customers are craving, we conduct surveys and hold focus groups, gathering insights on their favourite candies, fruits, and flavour combinations. Employing flavour scientists and specialists, we get creative with mix-ins, bases, and flavour extracts to develop unique and delicious ice cream experiences.
We aim to pamper the taste buds of our diverse customer base, including both ethnic and trendy audiences, by creating flavours that resonate with their preferences. This comprehensive approach has led to the introduction of unique flavours like Passion Fruit Twister and Halo Mango, enhancing our connection with consumers and ensuring they return for more delightful experiences.
With a focus on natural dairy products, Skei Ice Creams has captured the attention of health-conscious consumers. Could you share more about the sourcing and production processes that ensure the quality of your dairy products?
At Skei Ice Creams, we are committed to ensuring the highest quality of our dairy products through meticulous sourcing and production processes. Our fully-fledged R&D and quality control (QC) teams are integral to our daily operations. They follow strict standards and Standard Operating Procedures (SOPs) to guarantee the quality of our raw materials and production processes.
We prioritize customized sourcing of basic ingredients, such as milk and cream, from local dairies and farms that emphasize grass-fed cows and humane practices. This approach not only supports local agriculture but also ensures that we use the best possible ingredients in our products.
Recognizing the growing health consciousness among consumers, we limit the use of additives and focus more on natural ingredients. Our ice creams are made with natural components like cane sugar, vanilla bean extract, and real fruit pieces, while minimizing artificial flavours, colours, and stabilizers. By adhering to these practices, Skei Ice Creams maintains its commitment to quality and safety, capturing the attention and trust of health-conscious consumers.
How has Skei Ice Creams utilized platforms such as Instagram and Facebook to cultivate a dedicated online following, and which strategies have been particularly effective in fostering consumer engagement?
Skei Ice Creams has leveraged platforms like Instagram and Facebook to nurture a devoted online following through a multifaceted approach to engagement. Our strategy involves storytelling, where we craft narratives around our brand, products, and team members, forging emotional connections with our audience.
We actively encourage user-generated content through contests and reposting follower-created content, fostering a sense of community and authenticity. Interactive features such as polls, quizzes, and live Q&A sessions spark conversations and invite active participation from our followers. Moreover, we provide behind-the-scenes glimpses into our company culture and production processes, enhancing transparency and relatability.
Educational content and prompt responses to comments and messages demonstrate our commitment to providing value and engaging with our audience. Social media contests, giveaways, and live events further amplify our reach and deepen engagement with our dedicated followers. Through these strategies, Skei Ice Creams has successfully cultivated a vibrant online community, driving meaningful interactions and brand loyalty.
In your opinion, what sets Skei Ice Creams apart from other players in the frozen treat industry, and what do you believe is the brand’s recipe for continued success in the years to come?
Looking ahead, I believe Skei Ice Creams’ recipe for continued success lies in its ability to maintain the following core principles while adapting to evolving consumer preferences and industry trends. By staying true to its commitment to quality, innovation, inclusivity, sustainability, and customer engagement, Skei is well-positioned to thrive in the years to come.
In my opinion, what sets Skei Ice Creams apart from other players in the frozen treat industry is its commitment to several key principles:
High-Quality Ingredients and Classic Flavours: Skei prioritizes using high-quality ingredients in its ice creams, ensuring that each scoop is bursting with flavour and freshness. By sticking to classic flavours, they cater to a wide range of tastes while maintaining a consistent level of quality.
Unique and Innovative Flavours: While honouring tradition with classic flavours, Skei also pushes the boundaries of taste with innovative and unique flavour combinations. This creativity sets them apart and keeps customers excited to try new offerings.
Dietary Inclusivity: Skei Ice Creams recognizes the importance of dietary inclusivity and offers options for customers with various dietary restrictions or preferences, such as dairy-free or vegan alternatives. This inclusivity ensures that everyone can enjoy their delicious treats.
Sustainable Practices: Environmental consciousness is increasingly important to consumers, and Skei demonstrates its commitment to sustainability through its practices, from sourcing ingredients responsibly to minimizing waste in its production processes.
Focus on Experience: Skei doesn’t just sell ice cream; it provides an experience. Whether through innovative flavours, aesthetically pleasing packaging, or engaging in-store environments, Skei creates memorable moments for its customers.
Active Consumer Engagement Programs: Skei actively engages with its customer base through various programs, such as social media contests, giveaways, and events. By fostering a sense of community and interaction, Skei builds strong relationships with its customers, driving loyalty and advocacy.