'Wild Elephant' as energy-booster

Ruwanthi Abeyakoon

NEW PRODUCT:`Wild Elephant' the latest addition to Ceylon Cold Stores' beverage portfolio receives an encouraging response from consumers islandwide.

"This product was a response to the lifestyle changes we see today. It was required for their lifestyle. People lead strenuous and stressful lives and they need some sort of a `pick me up' drink that gives energy and helps them balance the demands of their daily activities. Wild Elephant was an interesting and an exciting way to boost their energy," the Executive Vice President and Sector Head - F & B Manufacturing, Manilal De Silva said.

He said everyone could enjoy this energy drink as it contains vitamins and minerals that enhance physical and mental activity. " Younger generation tend to adapted to change faster.

They have already adapted to the trends and accepted the drink quickly. The initial and overall reaction of the consumer was excellent although it took time in introducing Wild Elephant. There was a wide acceptance and we have experienced a growth in the market for this product within a short period of time," he said.

"The affordable price and the outlook of the product and its Sri Lankan identity attracted the consumers across the island and repeat purchases were reported. An energy drink as such was missing in the market until Wild Elephant was launched. According to the demand we intend to move forward and expand our products into other beverage categories too," De Silva explained.

De Silva also pointed out that they have expanded their retailed outlets base and increased them in number to make their products more accessible to Sri Lankan consumers.

Discussing the other food categories marketed by CCS he said that they have re-launched the famous hot dog at ODEL and it proved to be a success. "We also have a mobile kiosk at Crescat and we will launch few more products in future," he said.

Ceylon Cold Stores is reputed as the leading ice-cream maker and has recently introduced several novel flavours to serve the large number of customers.