Dreamery, Future Fonterra dairy brand (FFD), will now be made available in around 3000 general trade across key metros, including Mumbai, Pune, Bangalore and Hyderabad. FFD is the joint venture between Fonterra, the New Zealand-based dairy nutrition company, and Future Consumer Ltd.
Dreamery was launched in 2019. The dairy brand is aiming to offer a healthy, indulgent and exciting dairy, all within the consumption norms and habits of Indian consumers.
Ashni Biyani, Managing Director, Future Consumer Limited, said, “DREAMERY aspires to be a national brand and is focussed and committed to serving delicious milk and milk products to the customers. We are following one of the most stringent milk testing regimes in the world. Our raw milk undergoes 65+ routine checks and 93+ quality checks, to assure the high quality of our products.”
“The brand will continue to expand e-commerce and other modern trade partnerships in a phased-out manner to establish itself as a strong national dairy brand,” Biyani added.
The Future Fonterra dairy brand has established a strong presence across modern trade outlets such as Big Bazaar, Easy Day, HyperCity and Foodhall that registers more than 300 million customer footfalls annually. It has also made successful partnerships with Amazon Now, BigBasket, and Grofers and are available across these platforms.
Dairy Market in India
Indian dairy market is amongst the largest and fastest growing markets in the world. It is also recognised to be the lowest cost of milk producer in the world.
As per a recent report, India’s dairy exports have achieved the second best show ever in this financial year, after 4 years of slow down. Its total exports of dairy products were worth $ 404 million between April 2018 and February 2019, up 56% from $260 million in the comparable period last year. This is due to the deficit-led global price increase in skimmed milk powder (SMP) and other milk products.
Milk is a staple that has takers from a toddler to a senior citizen. Whether at home or out of home, dairy beverages have traditionally been a large part of Indian households. From lassi to falovoured buttermilk, dairy beverages are available in many sizes, shapes and packets. However, only 22% of the milk and dairy products consumed in India are in branded form, while branded dairy-based beverages form a market size of Rs 1,280 crore growing at 30% annually.