Hindustan Unilever picks Adityaa Milk ice cream brand to take on Amul

Hindustan Unilever Ltd (HUL) on Monday said it has agreed to buy ‘Adityaa Milk’ ice cream brand from Karnataka-based Vijaykant Dairy and Food Products Ltd for an undisclosed amount aiming a larger slice of the fragmented ice cream market in India. HUL, which already sells ice creams under the Kwality Wall’s, Magnum and Cornetto brands, has signed an agreement with Vijaykant Dairy to buy ice cream and frozen dessert business of the company along with its front-end distribution across Karnataka, Maharashtra, Goa and Kerala where the company has presence.