Mother Dairy has made an entry into a new category of ice cream- chocolates, and introduced brand Rocket with two exciting flavours of French Vanilla and Belgian Chocolate.
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Mother Dairy with this launch has also created a brand mascot named ‘Neila’, which is synonymous with the company house colour blue. “Simply out of the world” is how the product is defined.
Sanjay Sharma, Business Head, Dairy Products, Mother Dairy, said, “Consumers prefer something new and unique, especially when we talk about a segment like ice-cream. Classic flavours, new varieties, and something fulfilling for the taste-buds is how the segment is perceived to be. For these simple joys of our consumers, we thought of launching an exciting category of ice cream – chocolates, which are extra tasty, extra chocolaty and extra-terrestrial, offering a rich mouthful and a delectable taste this season. The product will be available at a price of Rs 20.”
Specially curated for the young and eventful audience, the teens and pre-teens, Mother Dairy Rocket ice cream - chocolate breaks the convention and provides a new, fun, exciting and engaging experience.
Speaking on the idea of a brand mascot, he added, “Given the name, the unique flavour/format and the profile of the TG, we felt the need to employ a creative device that will engage and excite the imagination of our young target audience. Thus came the idea of creating a brand mascot for our new ice cream brand Rocket, who will fit well in the creative universe designed for this brand. This led to the creation of an awkwardly cute and adorable galactic alien — Neila.”
With summers at its peak and entry into the phases of unlock, it was according to the company the right time to introduce some exciting products and flavours that will entice the consumers.
The Rocket Ice Cream – Chocolates, wherein a delectable range of some new offerings were launched, included Sugar free Dietz Chocolate Cup and Ek Dum Santra in the single serve pack sizes and Afghan Nutty Delight and Firdaus-e-Phirni in take-home variants. Mother Dairy plans to launch a new flavour of Chocolate Truffle Ice-cream cake this season.