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| Sunday, 5 December 2004 |
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Elephant House ice cream - the old favourite gets a new gloss Ceylon Cold Stores, the manufacturers of Elephant House ice cream a unveiled its new logo, launched three new ice cream flavours and exhibited their new packaging at a media briefing held last Friday. With a market share of 65% despite increasing forays into the industry by both local competitors as well as multinational giants , and the exporting of their ice creams to Male, Elephant House has invested a total of Rs 200 million in the local ice cream industry and decided on an overall corporate change to keep abreast of the times. " Elephant House ice cream was first manufactured in 1935 and since then we have never looked back ", Head of the F & B sector of the John Keells Group, Jit Guneratne said. " We have stood the test of time because we have been proactive, giving the customer value for money as well as new taste experiences ". In fact in Male too despite multinational brands being available , Elephant House ice cream has remained the market leader . Guneratne said to maintain and increase your product's market share , the single most important factor was to forecast where customers are moving and to be ahead of them. "The change of our logo is based on this perception; the new urban lower and middle income groups make their decisions based on how they are perceived by their peer groups " said Guneratne. "However our original recipe which gives the Elephant House ice cream its unique taste remains unchanged as consumer research has shown that the original flavour is what has stood the test of time and ensured that our customers remain loyal to us ". The three new flavours which have been developed after considerable research and in consultation with some of the world's largest flavour manufacturers are Coffee Grande, Cookie Cream and Toffee Caramel. " We are convinced that these new flavours too would fast become household favourites, increasing our total range to 13 flavours , as well as the Jumbo Jolly sticks, the Wonder Bars and the Pani Cadju cups " Director Marketing CCS, Billy Walpola said. The new Elephant House ice cream will be available in brand new packs which have been designed according to international standards Known as 'In Mold' .It is a European technology, and a first for not just Sri Lanka but South East Asia as well , in that hitherto 'In Mould' has not been manufactured in the region . The new containers are rectangular in shape which make storage far more convenient both for the consumer as well as for the manufacturer . " This also gives more visibility to the product , with the added advantage in that In Mould labeling means that the label is embedded into the mould at the time of manufacture, making it more visually attractive as this means that the label doesn't crinkle or get spoilt or come off due to damp , etc." said Walpola . The new packs have been manufactured by local plastic manufacturers Phoenix Ventures . Elephant House ice creams are available islandwide at all A Grade outlets and supermarkets , as well as via Parlour Trucks , Three Wheel and Tricycle vendors . " We ventured into new methods of selling our products in order to reach a wider market segment and this has proved to be extremely popular ". Walpola also said that their manufacturing process together with their Research and Development [ R & D ] ensured that the ice cream's quality was maintained throughout , via the country's most extensive cold chain network which took Elephant House ice cream to all the nooks and corners of the country . The recently launched Karuthakolumban and Mix Fruit Max ice creams have been an unprecedented success , far exceeding sales targets , while the brand has received several accolades including The National Quality Award -Gold for Large Scale Manufacturing, the Energy Award for the financial year ending 2003 , the Productivity Award , and many others . |
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