In a major move for India’s frozen dessert and ice cream industry, Kwality Wall’s has announced that all of its products will transition to being fully milk-based ice creams by next year. The decision marks a significant shift away from vegetable-fat-based frozen desserts and aligns the brand with global ice cream standards.
Peter ter Kulve, Global CEO of Magnum Ice Cream Company, revealed that the company has already begun the transition process, with nearly half of its portfolio expected to become dairy-based this year and the remaining products converting by 2027.
“We are not a frozen dessert company anywhere in the world; we are an ice cream company,” ter Kulve said while speaking about the company’s transformation strategy for India.
What Changes for Consumers?
Many Kwality Wall’s products sold in India have traditionally been categorized as frozen desserts because they contained vegetable fats, including palm oil, instead of milk fat. Under the new strategy, these products will be reformulated using dairy ingredients, making them genuine milk-based ice creams.
The company believes Indian consumers increasingly prefer milk-based products, which are often perceived as more nutritious, premium, and higher in quality.
Prices Could Become More Affordable
Despite switching to dairy ingredients, Kwality Wall’s is planning price reductions of up to 30% in certain categories. The company aims to make its products more accessible while strengthening its position in India’s rapidly growing ice cream market.
More Indian Flavours on the Way
As part of its localization strategy, the company plans to introduce and expand traditional Indian flavours such as Kulfi and Kesar Bhog. This move is expected to help the brand connect more strongly with local consumer preferences.
India Becomes a Key Growth Market
The announcement comes as Magnum Ice Cream Company increases its focus on India, which is currently a business worth around $200 million for the company. The firm expects India to become one of its largest markets globally in the coming years.
To support this growth, the company is planning significant investments in manufacturing, distribution, and cold-chain infrastructure. Ter Kulve highlighted the need for a wider distribution network, stating that relying on a single production facility in Nashik is not sufficient to serve a country as large as India.
The company also plans to dramatically expand its freezer cabinet network across the country to improve product availability and service quality.
Industry Impact
The shift from frozen desserts to milk-based ice creams could influence broader trends in the Indian frozen treats market. As consumers become more conscious about ingredients and product quality, other brands may also face pressure to increase dairy content and improve transparency in product labeling.
With lower prices, local flavours, and a complete transition to dairy-based formulations, Kwality Wall’s is positioning itself for aggressive growth in one of the world’s fastest-growing ice cream markets.
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