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PREMIUM ICE-CREAM
PITSINEE JITPLEECHEEP
Jakubowicz: Thai people will pay for quality |
Movenpick of Switzerland, a maker of super-premium ice-cream, is aiming for sales of 100 million baht over the next four years in the Thai market.
Olivier Jakubowicz, the country manager of Movenpick, an independent firm under Nestle (Thai) Ltd, said the company planned to spend 95 million baht from 2009-11 on equipment such as freezers and on marketing to promote its new ice-cream. In an initial step, the company would sell the new Movenpick ice-cream in leading five-star hotels and restaurant chains such as The Sukhothai, Banyan Tree, Plaza Athe{aac}ne{aac}e and Le Me{aac}ridien. It will soon be available in luxury restaurants and leading supermarkets in Bangkok and tourist destinations throughout the country. The company also plans to sell its product via kiosks and parlours over the next three to five years.
Movenpick ice-cream was developed in 1961 by the chefs in the Swiss-based five-star Movenpick Hotel. Nestle{aac} bought the global brand rights from Movenpick in 2003. Its products are now available over 30 countries. Movenpick has expanded its business into Asia in the past three years.
''There is a huge opportunity for super premium ice-cream in Thailand,'' Mr Jakubowicz said. ''Thai people are ready to pay more for better quality ice-cream and the tourism market in Thailand will continue to grow in the long term.''
Additionally, he said Thai people enjoyed experimenting with new tastes and had relatively high purchasing power.
''We are confident in Movenpick ice-cream which uses 100% natural ingredients such as cocoa from the Maracaibo region of Venezuela, vanilla Bourbon from Madagascar, and Canadian maple syrup,'' he said. ''Our product is produced in Switzerland and imported directly to Thailand.''
Initially, Movenpick is offering seven flavours in Thailand. It sets prices at 120 baht per scoop and 150 baht for a scoop with a cone.
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