Mother Dairy forays into chocolate ice cream; launches new brand  |  Photo Credit: Twitter
Mumbai: Mother Dairy made its foray into the ice cream chocolate category with its new brand Rocket. The company launched two flavors namely French Vanilla and Belgian Chocolate under the category.
The company with this launch has also created a brand mascot named ‘Neila’. “Simply out of the world” is how we can define this product just as the mascot is out of the world,” the company said about the new mascot.
Commenting on the new product, 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 flavors, 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 mouthfeel and a delectable taste this season. The product will be available at an affordable price of Rs 20.”
Speaking on the idea of a brand mascot, he further added, “Given the name, the unique flavor 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 the onset of summers and entry into the phases of unlock, it was according to the company the right time to introduce some exciting products and flavors that will entice the consumers” Sharma added.