Movie Munchies by Anil Ambani’s ADAG

Anil Ambani's ADAG is launching its labels in the branded food business, with theforthcoming launch of F&B brand, ''Movie Munchies'' and Spring, its mineral water brand.

The products will be sold initially through ADAG's 500-odd BIG cinema outlets across India, Malaysia, Netherlands and the US, the bigger plan is to sell a range of products under these two brands in airports and independent retail outlets.

''We are jointly developing the food and beverage offering with VKL Spices, a Marico company, and the products will be exclusively made for the company,'' said Arindam Chakravarti, head, F&B, BIG Cinemas.

For the bottled water, ADAG has tied up with Mulshi Springs near Mumbai. The mineral water bottle will cost Rs60 for a litre and the food range will be between Rs25 and Rs110.
The first roll-out will begin on 23 December across 29 multiplex properties in India.

''Movie Munchies'' will offer 22 products that include varieties of fried finger food, salads, and sandwiches, rolls and wraps, fresh coffee, pizzeria, candy floss, street food like chaat, ice creams, hot and cold desserts, mocktails, fresh juices and chocolate fondue.

The second roll-out is planned for March 2010 and will cover the remaining India properties. The third phase will include properties in Malaysia, Netherlands and US and is scheduled for June and July 2010.