Distinct from Ice Cream
'Distinct From Ice Cream'
In the frozen section, manufacturers of value-added dairy products are also hoping to make an impact. One is Dallas-based Kaurina's Kulfi, maker of creamy frozen dessert bars in natural-ingredient flavors such as Pistachio Almond, Malai (Cardamon Cream) and Mango.
"It seems the trend is to go for smaller portions versus diet-type products," observes Kaurina's EVP Aman Singh. "Kaurina's snack kulfi bars are a mere 80 calories ... with only 4.5 grams of fat and 7 grams of sugar. Folks still want to indulge, but do not want to feel guilty about it."
Singh says consumers' tastes are evolving. "People are interested in more exotic and gourmet flavors," he notes of the product, whose roots are in the Indian subcontinent. "While vanilla, chocolate and strawberries are the classics that will always be there, consumers also want to try more adventurous and different flavors."
In its bid to introduce a new category of frozen dairy dessert to the United States — "Kaurina's Kulfi is distinct from ice cream," Singh declares — the brand has won "a tremendous reception" in stores, he says. The manufacturer plans to expand distribution to more East Coast, West Coast and Midwest grocery stores throughout 2013.
"We have seen at our own product demos [that] when people try, they buy," Singh says. "One can't afford to do demos every day, so packaging has to be on target."
How is that best accomplished? "Having the right imagery and phrasing to properly communicate what your brand and product are about is key," he says. "We know that people aren't going to know what kulfi is, so we had to come up with phrasing that would help the consumer to understand it. Right on the front of all our packaging is a ribbon that says 'What Ice Cream Should Be!'" This, he says, "entices the consumer to at least pick up the box and learn what kulfi is and, of course, hopefully purchase it!"
Future Value
How will grocers — and consumers — derive extra value from dairy
In the frozen section, manufacturers of value-added dairy products are also hoping to make an impact. One is Dallas-based Kaurina's Kulfi, maker of creamy frozen dessert bars in natural-ingredient flavors such as Pistachio Almond, Malai (Cardamon Cream) and Mango.
"It seems the trend is to go for smaller portions versus diet-type products," observes Kaurina's EVP Aman Singh. "Kaurina's snack kulfi bars are a mere 80 calories ... with only 4.5 grams of fat and 7 grams of sugar. Folks still want to indulge, but do not want to feel guilty about it."
Singh says consumers' tastes are evolving. "People are interested in more exotic and gourmet flavors," he notes of the product, whose roots are in the Indian subcontinent. "While vanilla, chocolate and strawberries are the classics that will always be there, consumers also want to try more adventurous and different flavors."
In its bid to introduce a new category of frozen dairy dessert to the United States — "Kaurina's Kulfi is distinct from ice cream," Singh declares — the brand has won "a tremendous reception" in stores, he says. The manufacturer plans to expand distribution to more East Coast, West Coast and Midwest grocery stores throughout 2013.
"We have seen at our own product demos [that] when people try, they buy," Singh says. "One can't afford to do demos every day, so packaging has to be on target."
How is that best accomplished? "Having the right imagery and phrasing to properly communicate what your brand and product are about is key," he says. "We know that people aren't going to know what kulfi is, so we had to come up with phrasing that would help the consumer to understand it. Right on the front of all our packaging is a ribbon that says 'What Ice Cream Should Be!'" This, he says, "entices the consumer to at least pick up the box and learn what kulfi is and, of course, hopefully purchase it!"
Future Value
How will grocers — and consumers — derive extra value from dairy