· Set to bring innovative products to the market with its Dairy 2.0 strategy
Fonterra Future Dairy, a joint venture between global dairy nutrition company Fonterra and India’s FMCG powerhouse Future Consumer, is looking to disrupt the way consumers across India enjoy dairy. To deliver on this aspiration the joint venture today launched its consumer brand Dreamery, which will start to appear in stores across Western India this week.
The first products in the Dreamery range – Dahi, UHT Toned Milk, Chocolate and Strawberry Milkshakes were unveiled at today’s launch, bringing a more indulgent experience to staple dairy products.
Mr. Sunil Sethi, Chairman of Fonterra Future Dairy, and Managing Director of Fonterra Brands Sri Lanka and the Indian Subcontinent, explained that Dreamery draws on over a century of dairy expertise to delight a new type of Indian consumer who is young, urban and always on the go.
“By combining Fonterra’s global dairy innovation, manufacturing and nutrition expertise with Future Consumer’s leadership in retail and distribution, our goal 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 trust 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.”
Mr. Kishore Biyani, Vice Chairman, Future Consumer, said that Dreamery will bring in new products that increase choice for consumers and help expand the value-added dairy market in India.
“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.”
As part of its drive to bring excitement to dairy, Dreamery will look to add to the initial range with more innovative products over the next six to twelve months.
Mr. Ishmeet Singh, CEO of Fonterra Future Dairy, explained that Dreamery is intent on revolutionising the category.
“Our first product range is focused on taking staple products and using our world-class innovation to give them a contemporary and relevant twist.
“However, as we move forward, we’re going to continue to evolve our portfolio with products that will deliver superior quality, taste and nutrition across the Dreamery product range.”
The first products will be available on retail shelves in key cities including Mumbai, Pune, Bangalore, Ahmedabad, Hyderabad and Surat.
After the initial launch, the joint venture will focus on building a strong consumer base with strategic expansion throughout India before extending its product offering to include a full range of value-added consumer and foodservice dairy products to delight Indian consumers