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Fruktville to expand its retail presence in different cities

By Rita G Chauhan | July 02, 2018

Noida-based Früktville ice-cream brand has opened its latest flagship outlet in Surat. Manoj Sharma, CEO, Früktville Delight (OPC) Pvt Ltd talks to Retail4Growth about the brand’s expansion plans and business formats.

Früktville, a relatively new brand in vegan ice-cream segment, was launched in July 2017. Within a short span of time, the brand has been able to establish itself as an innovative ice-cream brand which has reinvented an age-old ice-cream menu. It uses 100% organic ingredients sourced locally. Currently, the brand has two operational outlets: one in Saket, New Delhi and second one in Surat, Gujarat.

Tell us about Früktville’s presence and expansion plans.

We are just one-year-old brand and in a short span of time, we have got the BRC (British Retail Consortium) certification for maintaining the gold standard of hygiene and safety. We started our journey with the launch of our first flagship store at Select City Walk, Saket, New Dehli in July 2017 and later expanded to Gujarat and opened our 2nd outlet at Saket. By the end of this month, we are opening four more stores in different locations (Malviya Nagar, two in Gurugram, Noida & Central Delhi) in NCR area. By the end of August 2018, two more outlets will be opened at Vadodara and Ahmadabad. We are also planning to expand in Hyderabad, Jaipur, Amritsar, Chandigarh and many other cities. We are considering three models for expansion. One is Kiosk that need 100-200 sq ft area, typically in high-end malls. Second is Fruktville Signature outlet which typically requires 400-600 sq ft with a minimum of 20 seating. Third one is Fruktville Café. It requires 600 - 1200 sq ft area with a minimum 35 seating for offering ice pops, gelatos, shakes, brownies, waffles, wood fired pizza along with tea/coffee.

How do you stand out from your competitors in the category? What is your USP?

We have a cyclic menu that keeps changing according to the seasons and the availability of fresh produce of the season. All our ice-cream recipes are natural with low calories. Our ice pops are as low as 39 Kcal and certified through Export Council of India Accredited Lab. We believe in serving the food the way it is and hence do not use artificial preservative or chemicals in our servings. We follow set standards of manufacturing and have BRC certification that enables us to export our product to the EU. We are already HACCP certified.

Tell us more about your healthy offerings.

We are offering a wide range of healthy choices according to the evolving needs in the market. The key offerings include ice-pops, gelatos, shakes, waffles and brownies. We use natural ingredients sourced from reliable sources or from in-house organic farms.  We have also tied-up with FIAPO (Federation of Indian Animal Protection Organizations) to launch the biggest range of handcrafted popsicles/desserts in India.

What is your design philosophy to enhance the ambience and experience of consumers at the outlet?

Well, to give an inviting look to our outlet, we have kept the design contemporary with the use of bright colours. The walls are also adorned with replicas of ice pops to entice consumers. This also helps us in creating a brand image among the customers.

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