Bangalore: In a novel way to induce consumer sampling and encourage feedback, Kwality Wall's has launched a - 'dare to compare' initiative in six major cities of India. Under this activity, Kwality Wall's encourages consumers to sample "blind" its newly launched Vanilla Gold against that of the next biggest competitor in the city and then rate the same.

So far the consumer ratings have indicated that Vanilla Gold is the most preferred Vanilla, with more than 87 per cent respondents, rating Vanilla gold as superior over competition's Vanilla. Qualitatively too they have rated Vanilla Gold as excellent, with a lingering rich and creamy taste

"Our strategy this year has been to give the consumer differentiated products, right across the portfolio, and Vanilla would be no exception" Hindustan Lever Limited executive director (ice cream division) J H Mehta said.

"The original, textbook Vanilla was never pure white in colour, but slightly yellowish. We extended this thought and developed a formulation, right here in our own research centre, which is not only richer and creamier, it also matches what the Indian consumer looks for, in terms of taste profile in a great tasting ice cream," he added.