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| Photo By. P.K.Ananth Kumar |
According to Shoeab Salim, Managing Director of Honeybee Amusements Pvt Ltd (HBAPL), the holding company for the Mini Melts India franchise, “Mini Melts is an Inc. 500 brand and is featured in the World’s Top 10 Innovative Ice Cream Products. It has had phenomenal success around the world with its premium flavors and patented production process. Given the onset of a sizzling summer in India, we've brought in a perfect companion to beat the heat.”
Mini Melts will be offered through retail kiosks, carts and serving freezers at venues such as theme parks, entertainment centers, retail stores, shopping malls, cafes, and anywhere people, particularly children, congregate. In addition to the standard flavours, it will offer exclusive specialty flavours from time to time, for special events and holidays. It can also be custom-made to any flavour or colour desired for a 60-gallon minimum order.
Mini Melts ice cream is produced at a temperature of about -190 degrees (that’s MINUS 190 degrees). Unlike traditional ice cream, Mini Melts is flash-frozen to lock in its flavor and has no air whipped into it. This means that the consumer gets 100% pure delicious ice cream. Mini Melts comes in small popcorn shapes. In order to keep its shape and flavour, Mini Melts is stored at -45C, in specially designed and imported freezers, making it the World's Coldest Ice cream.
Speciality International Mini Melts flavors include Banana Split, Birthday Cake, Chocolate, Cotton Candy, Mint Chocolate, OREO® Cookie and Cream, Double Chocolate Chip, Strawberry and Vanilla. Mini Melts has 3 product ranges covering, Ice Cream, Sorbet and Ice Granules. Minimelts Ice Cream contains 100% milk fat and is completely vegetarian. The brand will be rolled out in NCR, Gujarat, Maharashtra, Tamil Nadu and Andhra, in the next phase.
The Indian ice cream market is worth Rs 2500 crores, growing at 20% annually. Mini Melts is pegged at the top end of the market with affordable pricing that will drive its market share.
“We will launch a unique, first of its kind Mini Melts Kids Café network to add to the experience of consuming the ice cream,” added Salim.
Other high growth areas that have been identified include forming strategic partnerships with value-added resellers and restaurant operators. The dynamic nature of the brand is reflected in adoption of the latest sales approach, automatic vending machines. These will be located in highly populated urban areas for around the clock availability of Mini Melts.
The massive growth potential of Mini Melts has led to the increase in the number of distribution channels across the globe. Mini Melts is available in over 24 countries and growing everyday. HBAPL has set up a state of the art manufacturing plant in Bangalore. The Bangalore plant is in the process of getting ISO:22000 certification. All equipment for production and packaging has been imported from the USA, in addition to the patented recipes and ice cream making formulas.
In Bangalore, Mini Melts will be available at over 20 locations during its launch phase.
About Mini Melts
Mini Melts was started in 1995 in Connecticut in the US, by Tom Mosey, a British American entrepreneur listed by the Inc Magazine and Ernst and Young as the Entrepreneur of the Year. Tom worked to set up Mini Melt production facilities around the world and made it Global almost instantly. Tom is currently the CEO of Mini Melts Inc. Mini Melts is valued at USD 250 million with a global sales turnover of USD 170 million.
Visit www.minimelts.asia for more information
About Honeybee Amusements Private Limited (HBAPL):
Honeybee Amusements Private Limited was launched in 2011 by lifestyle industry veterans, Syed Salim and Shoeab Salim, with over 3 generations of experience in F&B, Retail and Entertainment. HBAPL has to its credit the introduction of several innovative themes and concepts for family entertainment in the country. THE HIVE is one such concept showcasing unique entertainment themes like remote car racing, slot car racing, Rodeo, Mini golf etc. The Hive in now established in Bangalore and Bhatinda with branches set to open in Delhi and Kundli.
HBAPL ‘s "Eatree" is the largest food court in Bangalore with 700 seats, themed in European style Alfresco Eating. Today, Eatree serves close to 1 lakh people every month.
Mini Melts, its latest offering, aims at bringing a premium product to the discerning Indian consumer at extremely competitive prices.
Honeybee Amusements is a part of the OSR Group that has business interests in films distribution, food retail, apparel, innovative family entertainment and infrastructure and brands like Q Cinemas, the Delhi Eye and several others.
