Hindustan Unilever, the Indian arm of the Anglo-Dutch multinational, has announced the acquisition of the ice cream brand Adityaa Milk from Vijaykant Dairy for an undisclosed sum.
The firm said the proposed acquisition was in line with its strategic objective of strengthening its position in the rapidly growing ice cream and frozen dessert market in India.
Incorporated in September 2004, Adityaaa Milk is described as a fast-growing brand with origins in dairy and dairy-based products, and which over the last five years has expanded into ice creams and frozen desserts. Hindustan Unilever said the acquisition would bring distribution and portfolio synergies to its own Kwality Wall’s ice cream business across the states of Maharashtra, Goa, Karnataka and Kerala.
Commenting on the deal, Hindustan Unilever chairman and managing director Sanjiv Mehta said: “Ice Creams and Frozen Desserts is an exciting category and we see great potential for growth. We believe the acquisition will complement our existing portfolio of Kwality Wall’s”.