Published On: Tue, Apr 23rd, 2013

Mini Melts Inc USA’S Mini Melts Ice Cream Set To Freeze Indian Summer

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World’s Coldest Ice Cream Debuts in India

 

Bangalore, April 23, 2013: Indian summer just got better this season with the world’s coldest ice cream, Mini Melts, from Mini Melts Inc, USA, now available in the country. Present in over 24 countries in gourmet flavors, Mini Melts super premium ice cream was unveiled in Bangalore today with a target to be available in 1200 outlets in the next three years across India. Mini Melts is uniquely priced at Rs 40 for an 82 grams (3oz) cup making this world icon affordable to everyone looking to enjoy a premium international ice cream. Other packs come in at Rs. 60 for 5 oz and Rs. 85 for 8 oz.

According to Shoeab Salim, Managing Director of Honeybee Amusements Pvt Ltd (HBAPL), the holding company for the Mini Melts India franchise, “Mini Melts is an Inc. 500 brand and is featured in the World’s Top 10 Innovative Ice Cream Products. It has had phenomenal success around the world with its premium flavors and patented production process.  Given the onset of a sizzling summer in India, we’ve brought in a perfect companion to beat the heat.”

Mini Melts will be offered through retail kiosks, carts and serving freezers at venues such as theme parks, entertainment centers, retail stores, shopping malls, cafes, and anywhere people, particularly children, congregate. In addition to the standard flavours, it will offer exclusive specialty flavours from time to time, for special events and holidays. It can also be custom-made to any flavour or colour desired for a 60-gallon minimum order.

 

Mini Melts ice cream is produced at a temperature of about -190 degrees (that’s MINUS 190 degrees). Unlike traditional ice cream, Mini Melts is flash-frozen to lock in its flavor and has no air whipped into it. This means that the consumer gets 100% pure delicious ice cream. Mini Melts comes in small popcorn shapes. In order to keep its shape and flavour, Mini Melts is stored at -45C, in specially designed and imported freezers, making it the World’s Coldest Ice cream.

 

Speciality International Mini Melts flavors include Banana Split, Birthday Cake, Chocolate, Cotton Candy, Mint Chocolate, OREO® Cookie and Cream, Double Chocolate Chip, Strawberry and Vanilla. Mini Melts has 3 product ranges covering, Ice Cream, Sorbet and Ice Granules. Minimelts Ice Cream contains 100% milk fat and is completely vegetarian. The brand will be rolled out in NCR, Gujarat, Maharashtra, Tamil Nadu and Andhra, in the next phase.

The Indian ice cream market is worth Rs 2500 crores, growing at 20% annually. Mini Melts is pegged at the top end of the market with affordable pricing that will drive its market share.

“We will launch a unique, first of its kind Mini Melts Kids Café network to add to the experience of consuming the ice cream,” added Salim.

Other high growth areas that have been identified include forming strategic partnerships with value-added resellers and restaurant operators. The dynamic nature of the brand is reflected in adoption of the latest sales approach, automatic vending machines. These will be located in highly populated urban areas for around the clock availability of Mini Melts.

The massive growth potential of Mini Melts has led to the increase in the number of distribution channels across the globe. Mini Melts is available in over 24 countries and growing everyday. HBAPL has set up a state of the art manufacturing plant in Bangalore. The Bangalore plant is in the process of getting ISO:22000 certification. All equipment for production and packaging has been imported from the USA, in addition to the patented recipes and ice cream making formulas.

In Bangalore, Mini Melts will be available at over 20 locations during its launch phase. Photos By.  P.K.Ananth Kumar

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