Indiantelevision.com Team

(27 November 2007 9:00 pm)

MUMBAI: Foraying into the fresh paneer segment, Amul has launched Amul Fresh Paneer by leveraging its liquid milk distribution network covering retail outlets across India.

Amul already has a presence in the frozen paneer category through Amul Malai Paneer brand which commands over 65 per cent market share in the branded paneer market.

Amul is now entering the Fresh Paneer segment in order to strengthen its position in the Dairy products category, stated an official release.

To start with, Amul will be launching Amul Fresh Paneer in Ahmedabad through its Liquid Milk distribution network. Amul Fresh Paneer will be available at all Milk outlets in Ahmedabad round the year in the sizes of 200 g Block priced at Rs 25 and 1 kg Block priced at Rs 115.

It will be available in tamperproof sealed poly-pouches, and can be stored in the refrigerator for 15 days.