Per capita Ice cream consumption in Indonesia is probably the lowest in the world with just 0.1 liters per annum according to a studies by Unilever. Singapore has the highest in Asia with 2 liters and New Zealand the highest in the world at 28.4 liters. Unilever plans to double its Asian consumption by 2010.
Indonesia with 200million should be a very good potential for ice cream growth. Unilever is not kidding when they say it is the fastest growing category. The country has all the right ingredients. The modern trade is growing. The convenience store is expanding at a phenomenal rate.Urbanization and disposable income in the 20 largest cities is growing rapidly. Refrigerator penetration is at 82% in the Modern and convenience retail outlets. The cold chain is growing fast. Ice creams are also relatively cheap. A nice cone with chocolate topping costs less than 0.80cents. There are few major brands in this country.
But ice cream needs a boost. It is by far an impulse purchase. It is not clearly understood. Even Unilever's Moo, which is great value, with its calcium benefits, is not really changing people's cooling down, or mood habits.
Silver Queen on the other hand is clearly understood. It is Indonesia's market leader. The most popular across the age and income spectrum. Nearly every Indonesian has sometime or other enjoyed Silver Queen. Ice cream topped with Silver Queen has benefits that needs no elaboration for consumers or ice cream producers and their marketing departments.It suits ice cream because it is also a great mood food.
It is perhaps more than a rumor that the ice cream manufacturers are thinking about it. Obviously it is a winning formula and ingredient. Or they should. It is also more that a rumor that a fast food chain has considered a Silver Queen sundae. Now with the many variants of Silver Queen the idea becomes more attractive with more options
.But ice cream manufacturers need Silver Queen more than Silver Queen needs ice cream manufacturers.....
Will it work? It will, according to enthusiasts and professionals. The slightly sharp cocoa taste will blend well with vanilla ice cream. Both the milk chocolate and the dark Silver Queen will work just as well.The cashews for which Silver Queen is famous is added bonus. But they need crisper roasting for ice cream topping.
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