The Engro Foods Limited here on Tuesday formally launched its dairy-based premium quality ice cream 'Omore'. Engro Foods marketing manager Javed Iqbal and Brand Manager Omore Frayan Mama speaking at the launching press conference, said that Omore started its sales from Lahore due to the city's proximity to the plant and would spread its network in a phased manner to become a national player soon.

They said that the brand had started with 24 different formats and flavours. Aiming to bring innovation to the ice cream category, Omore introduced the first three flavoured ice-lolly in Pakistan called Lick-a-flavour. They said that the ice cream had been prepared to appeal to the age groups from 5 years to 100 years. For the ice cream business, Engro Foods was running a state-of-the-art plant located in Sahiwal.

Javed Iqbal said that their organisation also working in collaboration with the Parks and Horticulture Authority (PHA) by participating in the campaign 'Lahore is blooming' with canal and roundabouts decorated with Omore's colours.

Copyright Business Recorder, 2009