Cool Fun, Masti Kool - buttermilk packed in Tetra Brik Aseptic 200 ml Slim

Sun Valley, whose primary business is manufacture and sale of canned Mango Pulp, recently launched “Masti Kool” - buttermilk packed in 200 ml slim Tetra Brik Aseptic packages.

Sale of cultured milk drinks in India is estimated at a volume of close to 2 billion litres. Street vendors largely sell these loosely. A very small portion of this segment (~ 24 million litres) is packed in plastic pouches and sold at Rs. 2 to Rs. 4 under chilled distribution with a shelf life of 1-2 days under chilled conditions.

“ I see a great potential in selling buttermilk in Tetra Pak packages as it can generate volumes in sales and has a longer shelf life. Also quality of the buttermilk packed in plastic pouches available in the market is questionable. We are looking at the travel segment as a prospective market for Masti Kool” says Sandeep Bhandari CEO, Sun Valley.

“Masti Kool” offers a taste with universal acceptability in the four south Indian states and also caters to the varying palettes in other parts of the country. “We were very keen to launch fruit juices as we are into production of fruit pulp but instead decided on butter milk, ” says Rajeshree Bhandari who takes care of business development at Sun Valley Products. The Bhandaris had sampled one-year-old buttermilk packed in Tetra Pak packages from the Tetra Pak Product Development and Innovation Centre (PDIC) at Pune, and were amazed at the way the technology could keep a product so fresh and tasty.

Buttermilk is consumed a lot in South India and to a some extent in other parts of the country. Buttermilk, known by different names in the four southern states in India is packed with minor changes in formulation to cater to the local taste. Traditionally, buttermilk is consumed as a healthy thirst quencher.

In the near future, Sun Valley is also looking at other dairy products like yogurt drinks and fortified products.

For more information, please contact:

- Satyen Khashu, Tetra Pak India