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'Cargills Magic' the newest ice-cream brand will be launched to the local market by Cargills Ceylon Limited subsidiary Cargills Quality Dairies (Pvt) Ltd.

This new company was formed when Cargills Ceylon Limited bought over the Walls ice-cream factory in February. 'Cargills Magic', which is the first product to be launched by this new company, hopes to be a strong player in the local ice-cream market and promises to introduce products regularly to the market.

Understanding the market and the marketing mix of the dairy industry category as one of the crucial elements was done by Cargills Quality Dairies (CQD) prior to launching Cargills Magic, as many other international brands had failed to remain competitive in the market in the past. Hence, an extensive research study throughout the country was carried out by CQD to understand the product and its category.

The product range will cater to both categories of 'home use' and 'out-of-home use'. The brand hopes to use the holding company's distribution power to deploy the products to the market.

Earlier in February this year CQD bought over the ice-cream factory in Banduragoda from Unilever Ceylon Ltd. which pulled out its international ice-cream brand 'Walls' from Sri Lanka.

With the acquisition of the new plant and its equipment, CQD was also able to infuse both foreign and local expertise into the CQD team.

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