Kwality Wall's to Swap Palm Oil for Milk, Repositions as True Ice Cream Brand
Magnum Ice Cream Company plans to convert 50% of Kwality Wall's India portfolio to dairy this year, shedding the 'frozen dessert' label. Strategy includes price cuts, local flavors like kulfi, and scaling to 1M cold cabinets to defend share in a $2B market.
What happened
Kwality Wall’s · Kwality Wall's plans to replace palm oil with dairy across its India portfolio, repositioning as an ice cream (not frozen dessert) brand. Half
Key facts
- $2 billion market
- 1 million cold cabinets
- 350,000 cabinets in Turkey
- 50% dairy portfolio this year
Why this matters
The reformulation creates a clearer brand identity that could unlock M&A optionality with regional dairy players or kulfi brands, while pressuring frozen-dessert competitors to either follow suit or consolidate.