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Asian Tribune is published by E-LANKA MEDIA(PVT)Ltd. Vol. 20 No. 111

Elephant House Ice Cream clinches market leadership in the Maldives

Sunil C. Perera in Colombo

Colombo, 23 October, ( Creating yet another milestone in Sri Lanka’s ice cream industry, Ceylon Cold Stores, the makers of the popular ‘Elephant House Ice Cream,’ introduced its latest variant ‘Vanilla Lite’, to consumers in the Maldives thus further consolidating its market leadership position in the island nation.

Vice President JKH and Head of Frozen Confectionary of JHK Consumer Foods Sector Neil Samarasinghe said that Elephant House ice creams expanded its regional presence by entering the Maldives market in 2002. This was in keeping with the company’s vision of being a regional player in its sphere of business activity. “Today five years later, it enjoys the enviable top slot as market leader in the Maldives with over 50% share, amid competition from various international brands”, he added.

With its say-it-all tag line, “Guiltless Pleasure”, Vanilla Lite becomes the first such sugar-free, low-calorie ice cream of its kind to cater to a health conscious and rapidly expanding consumer base in the Maldives. It is geared to revolutionize the local market there by being a ‘must have’ dessert for all Maldivians who seek products of this nature. This also follows international trends with a growing consumer demand for low fat diet ice creams.

Samarasinghe went on to say that the Maldives with its fast developing economy and the sophistication of consumer tastes acquired through exposure from the growing tourism industry has been a fascinating yet, a tough competitive market to play. “There are loads of internationally renowned brands of ice cream and a variety of flavours available in Male. Our consistent quality and product innovations being on par with international standards have enabled Elephant House to position its products well above its global counterparts”.

Export Manager JKH Consumer Foods Sector Ranjith Galagoda said, “Our aim is also to drive our business to continuously retain the category leadership as well as strengthen the Maldivian consumer loyalty together with those of the thousands of tourists in the country who form a substantial portion of our consumer base”.

The distribution of Elephant House Ice Creams in Male is handled by Lily International, a well known establishment engaged in the trading, shipping and tourism businesses. It also represents a host of international brands in Male and possesses state-of-the-art storage and refrigerated transport systems. The success of Elephant House Ice Creams in Male has also been due to the fine blend of committed support and sound distributorship of Lily International and the marketing expertise of Ceylon Cold Stores.

- Asian Tribune -

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