Amul wins international dairy award for its pro-biotic ice cream

Mumbai: Amul, the brand name managed by Gujarat Co-operative Milk Marketing Federation (GCMMF), the country's top dairy co-operative, has won the International Dairy Federation (IDF) marketing award for 2007, for its pro-biotic ice cream.

Amul got the award for its pro-biotic ice-cream, launched earlier this year, in the category of nutri-marketing. It is also the first Indian organisation to receive the award, GCMMF said in a release.

The IDF award was presented to GCMMF on the occasion of the World Dairy Summit held at Dublin, Ireland, on October 3, the release added.

"We were the first in the country to introduce pro-biotic and sugar-free ice cream, and we are happy that our efforts have been globally recognised with the prestigious IDF marketing award," GCMMF managing director BM Vyas said.

GCMMF introduced the Amul range of pro-biotic and sugar-free ice creams in the country, in January this year, targeting the health conscious, and diabetic consumers.

Probiotics, when administered in adequate amounts, confer a beneficial health effect on the host. They help in digestion, especially of milk sugar (lactose). They improve the immune system, build stronger bones and are effective in controlling travelers' diarrhoea. They also help in the prevention of formation and growth of colon cancer.

GCMMF was the first organisation in the country to launch pro-biotic food. In order to educate consumers and trade about the benefits of pro-biotic ice- cream, GCMMF also ran extensive advertising and direct marketing campaigns during the year.