Thai aristocrat launches low-fat ice cream

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BANGKOK--Green P Herb Co. here has launched a line of ice cream made from rice milk under the brand Lady Sirin. The brand was named after company owner M.L. Sirin Rongthong, who is related to Thailand's royal family. Green P Herb has traditionally made rice milk powder with different flavors under the same brand name both locally and for export.

The company aims to carve a niche in the country's $150 million ice cream market, which is dominated by multinational brands Nestle and Walls.

"It doesn't contain a lot of fat like ice cream made from milk or coconut and is therefore healthier," says M.L. Sirin. "It is definitely in line with concurrent market trends as consumers have become more health conscious," she adds.

Targeting Thai consumers aged 16-to-24, Lady Sirin will initially be carried on the supermarket shelves of several department store chains, selling at just under $1 for a five-ounce cup.

If the ice cream takes off, the company plans to introduce rice milk confectionery, cream and croissants in the near future.

Copyright June 2000, Crain Communications Inc.

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