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HUL begans the national rollout of Magnum ice-cream

25 February 2014


India's largest consumer good producer, HUL (Hindustan Unilever) launched Magnum Ice cream in Mumbai and Hyderabad. Magnum ice cream are considered as the world's largest-selling stick variety. It was introduces last year in April. This is an attempts by the company to expand its current portfolio, which already has a products under 'Kwality Walls' range.

HUL has positioned it as a premium product, priced at Rs 85 a stick. In his first public address last week, HUL's new managing director and chief executive officer, Sanjiv Mehta, had said he expected Magnum to do well in this city. "For urban places, a brand such as Magnum should do well. Our whole idea is to see how we get our business model in place, so that we can expand at a faster pace." 

Unilever is the world's largest ice-cream maker, with products such as Cornetto, Breyers and Ben & Jerry's retailing under its Heartbrand range. In India, HUL's Kwality Walls competes with Amul (the leader), Mother Dairy and Vadilal, in a roughly Rs 2,000-crore market. Amul has 40-45 per cent of the organised ice-cream market in India. It has kept a lead over rivals with aggressive pricing, distribution and launches. Analysts say the rollout of Magnum across markets is expected to trigger a spate of launches by rivals at the premium end of the category. 

HUL has selected Kareena Kapoor as a brand ambassador, while in South, it is endorsed by actress Trisha Krishnan. In the US, for instance, Hollywood actresses Eva Longoria, Liv Tyler and Eva Mendes endorse the product. The company also has names such as Elizabeth Hurley on its list of endorsers. 

Despite getting the good response from Chennai, it is expected to face tough competition in the coming future.

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