Dairy company GCMMF enters Indian snack market with Munch Time

Taking a cue from the success of ITC's Bingo, Gujarat Cooperative Milk Marketing Federation (GCMMF), universally known for its dairy products brand Amul, has decided to enter the branded snacks market with Munch Time, a salty snack much like Frito Lay’s Kurkure in taste.

The product is being test-marketed in Gujarat and is expected to be rolled out nationally in two months. Priced at Rs 5 a packet, the snack is targeted at teenagers and children.

The branded snacks segment has recently seen a surge in activity with the high-decibel entry of ITC’s Bingo, which has quickly grabbed 15 to 16 per cent share of the Rs 2,000 crore market from leader Frito Lay.