'Vanaspati ghee' Dalda will be relaunched as an edible oil in new packaging and new logo. Bunge India, a 100-per cent subsidiary of the US-based agribusiness and food company Bunge, acquired the Dalda brand from Hindustan Lever in 2003.
Addressing a press conference, Adhiraj Sarin, managing director, Bunge India, said the company had given a new identity to Dalda, the iconic brand once synonymous with hydrogenated cooking mediums or 'vanaspati ghee'.
''We are re-launching four variety of refined cooking oils under the brand name Husband's Choice, keeping in mind the needs of Indian consumers that have changed significantly in the last few years. Our oils are fortified with vitamins A, D and E, and also contains higher level of anti-oxidants,'' he said.
The company is also unveiling its new campaign, which will be on air from September 20. ''India depends on imported oil for almost 40 per cent of its requirement. While, the edible oil segment is growing at 5 per cent year-on-year, the branded oil segment is growing at 11 per cent in the present scenario. Last year, it has grown at 16 per cent,'' said Videh Jaipuriar, vice-president, food business, Bunge.
The company has understood that Indian consumers have changed and in keeping with changing consumer tastes now Dalda oil variants will be fortified with vitamins A, D and E. Apart from vitamins, the oils also have higher level of anti-oxidants.
The product range has been launched in Kolkata and Delhi and will be rolled out nationally over the next few weeks.