Fonterra Future Dairy, a joint venture between Fonterra and Indian consumer goods company Future Consumer, has launched a new dairy brand in India.
Called Dreamery, the range includes UHT milk, dahi and milkshakes and has been developed “to bring a more indulgent taste” to staple dairy products in India.
The joint venture was announced last year and has been established to meet the needs of young Indian consumers, who desire high-quality and nutritious dairy products, according to Fonterra.
The first Dreamery products will be available on shelves in cities such as Mumbai, Pune, Bangalore, Ahmedabad, Hyderabad and Surat.
After the initial launch, Fonterra Future Dairy will focus on building a strong consumer base with strategic expansion throughout India before extending its offering to include a full portfolio of value-added dairy products.
“Our first product range is focused on taking staple products and using our world-class innovation to give them a contemporary and relevant twist,” said Ishmeet Singh, CEO of Fonterra Future Dairy.
“However, as we move forward, we’re going to provide more innovative products that will deliver superior quality, taste and nutrition across the Dreamery product range.”
Sunil Sethi, chairman of Fonterra Future Dairy, and managing director of Fonterra brands Sri Lanka and the Indian subcontinent, said: “By combining Fonterra’s global dairy innovation, manufacturing and nutrition expertise with Future Consumer’s leadership in retail and distribution, our goal with the launch of Dreamery is to delight Indian consumers with high quality, nutritious and great-tasting dairy products, which is what we call Dairy 2.0.
“We’re bringing 130 years of dairying expertise and our world-leading food safety and quality standards to this partnership to ensure that consumers can have the utmost trust in our dairy. Working with Future Consumer gives us an understanding of the complete consumer ecosystem and a right to win in the Indian marketplace. It’s a unique synergy that is set to create a new force in the Indian dairy industry.”
Kishore Biyani, vice chairman of Future Consumer, added: “Fonterra has deep expertise in product development and we are working in close partnership with them to bring in our understanding of Indian consumer tastes, preferences and habits.
“The product range will reflect the aspirations of consumers and we are hopeful that the brand will win their trust and confidence.”
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