HISTORY

IGLOO is reckoned as Pakistan's pioneer ice cream brand and rightly so. Operating since 1974 under the aegis of Pakistan Dairy Products, Igloo Ice Cream has maintained a rich history of providing consumers with premium ice cream products. Special focus is laid on quality, consistency, innovation and mostly importantly customer satisfaction. Choicest of ingredients are used to make quality ice cream to ensure customers come back for more. As a testament to the holistic vision of Igloo Ice Cream, the company has received recognition from various bodies citing its superior quality ice cream and related products. In a recent interview with AHMAD EBRAHIM, Igloo managing director, shared his aspirations regarding the company's growth and the local market dynamics with Food Pacific Manufacturing Journal. Pakistan Dairy Products (Igloo Ice Cream) deals in ice cream and ice-cream related products. Igloo produces both take-home products, which include family size packs of ice cream and ice cream cakes as well as out-of-home products, which include frozen novelty sticks, cups and cone products. Chocbar, Cream Pop, Kool Kulfi, Dipsy and Mango Magic are a few popular items amongst our stick ice creams whereas Diet Igloo, Fundae and mini cups are the preferred products amongst ice cream cups. Igloo's product portfolio is continuously evolving and promises to provide consumers with unmatched flavours and shapes. Out of the entire range, the Supreme Ice Cream range is a market winner with its versatile and unmatched flavours such as Strawberry Cheesecake, Cookies N Cream, and lots more. The manufacturing plant of Igloo is located in the Korangi Industrial Area of Karachi, and currently operates on eight production lines. We started our initial operations from Karachi and continue to treat it as our head office. Igloo provides ice cream to consumers through three different channels, which are tricycles, retail outlets and our own Igloo parlors. These channels ensure efficient delivery, maximum fun and satisfaction for our valued consumers. Igloo Ice Cream is not being exported to any country at the moment. We believe that the local market still holds immense potential for further penetration and expansion hence our focus remains local. As and when we intend on expanding our operations internationally, the countries that hold maximum potential for our products would be Afghanistan, Nepal and Sri Lanka. Local residents and the people in the subcontinent in general hold a natural preference for sweet flavours. Hence their taste preferences reflect the same. An average consumer mainly demands basic flavours with a sweeter taste. Vanilla, Strawberry, Chocolate, Pistachio, Mango and Shahi Kulfa remain our most sought-after flavours. Igloo Ice Cream has an experienced product development team, which operates under the production department. The development team is vigorously involved in research of new

products and flavours in close synchronization with the marketing department. Besides this, periodic internal focus groups are conducted to brainstorm new ideas and reflect on innovative product development. Igloo has a quality control department, which has developed a complete set of standardized production procedures according to international requirements. These procedures are in accordance with the ISO and HACCP certifications. The company is working aggressively and vigorously to garner the ISO and HACCP certification sometime this year. Igloo Ice cream produces around 6.5 million litres per annum, with lowest figure of 0.250 million litres to highest of 0.8 million litres per month. Monthly production figures vary according to seasonal and festival requirements as some seasons spur demand. Irrespective of the volume of our production, we strive to maintain consistent levels of quality for absolute customer satisfaction. Igloo procures majority of its raw materials and machinery from Europe. As a consumerfocused company, we only seek to work with suppliers and service providers who believe in similar work values and ethics. Hence, we maintain a robust and quality conscious supply chain. To some extent or the other, every product and service provider has been affected by the global downturn. Igloo Ice Cream has been able to evade most of the recession by developing and implementing different strategies which have reduced the impact of global and local events. Having said that, we have not been recession-free and our business has been affected to a relative extent.

The price range of all the Igloo products is very reasonable and affordable for the masses. We feel that the consumers in Pakistan offer a lot of potential for our products; hence we plan to penetrate in other regions within the country. Igloo is currently operating in the provinces of Sindh and Baluchistan, covering the southern regions. We are working on implementing strategies and tactics whereby we can hold our turf in the existing regions and simultaneously penetrate in the central and northern zones. We are also interested in joint venture agreements with other international manufacturers and also are considering some offers. As a company, we aspire to provide premium quality ice cream and ice cream products to every consumer within the country. We believe our products will help spread joy. (the end)

Company: Pakistan Dairy Products (Igloo Ice Cream) Boardroom Connection: Mr. Ahmad EBRAHIM Designation: Managing Director Address: Plot # 1, Sector 24, Korangi Industrial Area, Karachi, Pakistan T: +92 21 5062621 23 F: +92 21 5062624 Web: www.igloofun.com Email: care@igloofun.com