Ice cream pioneer sees Pakistan's untapped potential

IGLOO is reckoned as Pakistan's pioneer ice cream brand and rightly so. Operating since 1974 under the aegis of Pakistan Dairy Products, Igloo Ice Cream has maintained a rich history of providing consumers with premium ice cream products. Special focus is laid on quality, consistency, innovation and mostly importantly customer satisfaction. Choicest of ingredients are used to make quality ice cream to ensure customers come back for more. As a testament to the holistic vision of Igloo Ice Cream, the company has received recognition from various bodies citing its superior quality ice cream and related products. In a recent interview with AHMAD EBRAHIM, Igloo managing director, shared his aspirations regarding the company's growth and the local market dynamics with FoodPacific Manufacturing Journal. What product ranges does Igloo deal in, and what are some of the more popular ones? Pakistan Dairy Products (Igloo Ice Cream) deals in ice cream and ice-cream related products. Igloo produces both take-home products, which include family size packs of ice cream and ice cream cakes as well as out-of-home products, which include f roz en nove l ty sticks, cups and cone products. Chocbar, Cream Pop, Kool Kulfi, Dipsy and Mango Magic are a few popular items amongst our stick ice creams whereas Diet Igloo, Fundae and mini cups are the preferred products amongst ice cream cups. Igloo's product portfolio is continuously evolving and promises to provide consumers with unmatched flavours and shapes. Out of the entire range, the Supreme Ice Cream range is a market winner with its versatile and unmatched flavours such as Strawberry Cheesecake, Cookies N Cream, and lots more. Where is Igloo's manufacturing facility located? How strong are the distribution networks? The manufacturing plant of Igloo is located in the Korangi Industrial Area of Karachi, and currently operates on eight production lines. We started our initial operations from Karachi and continue to treat it as our head office. Igloo provides ice cream to consumers through three different channels, which are tricycles, retail outlets and our own Igloo parlors. These channels ensure efficient delivery, maximum fun and satisfaction for our valued consumers. Which countries hold the maximum potential for Igloo outside Pakistan? Igloo Ice Cream is not being exported to any country at the moment. We believe that the local market still holds immense potential for further penetration and expansion hence our focus remains local. As and when we intend on expanding our operations internationally, the countries that hold maximum potential for our products would be Afghanistan, Nepal and Sri Lanka. How would you describe the taste preferences of your average consumer? Which flavours are more in demand? Local residents and the people in the subcontinent in general hold a natural preference for sweet flavours. Hence their taste preferences reflect the same. An average consumer mainly demands basic flavours with a sweeter taste. Vanilla, Strawberry, Chocolate, Pistachio, Mango and Shahi Kulfa [pistachio] remain our most sought-after flavours. How does Igloo develop its products and flavours? Do you have an in-house Research and Development team or do you outsource it to a specialist flavour house? Igloo Ice Cream has an experienced product development team, which operates under the production department. The development team is vigorously involved in research of new products and flavours in close synchronisation with the marketing department. Besides this, periodic internal focus groups are conducted to brainstorm new ideas and reflect on innovative product development. What quality control measures do you have in place? Is the company ISO certifiNike news