Parag Milk Foods launches Go Shredded Cheese

Parag Milk Foods, India's largest private diary operator, launched here today Go Shredded Cheese, a flavoured cheese which comes packaged in a zip-lock pouch.

Devendra Shah, Chairman and Managing Director, said Go Shredded Cheese, like most of the dairy products manufactured by the company, is made of pure cow's milk.

"Go Shredded Cheese will be available in three variants -- Pizza, Pasta and Mexican. The product has been manufactured to ensure that people find it easier to cook dishes, such as pasta and lasanga. We are sure Go Shredded Cheese will revolutionise the Indian market with its versatility," Shah said, adding that a 150gm pack will be priced at Rs 85.

Rahul Akkara, Vice-President, marketing, said the company was going to spend about Rs 5 crore on advertising Go Shredded Cheese in this quarter. "Our ad spending will be mostly on television," Akkara said.

Parag Milk Foods, which owns Asia’s largest cheese plant located at Manchar, Maharashtra, sells dairy products under brand names Gowardhan and Go.