Scuzo is a dessert café. It offerings include a Live-Popsicle and Gelato Brand, Scuzo Ice ‘O’ Magic. It offers desserts starting with live popsicles, which are a cornerstone of the brand. It also features handcrafted gelatos, sorbets, milkshakes, waffles, pancakes, sundaes, mocktails, and dessert cakes, providing options. They claim to use 100% natural ingredients.
At Scuzo, one can select a fruit and witness the craft as their popsicle is prepared within minutes, creating a unique and interactive experience. The brand does not sell ready-made popsicles, which it explains ensures that every product is fresh and free from preservatives or additives.
Currently, Scuzo has 52 outlets including Delhi, Gujarat, Haryana, Uttar Pradesh, Andhra Pradesh, Telangana, Kerala, Karnataka, Jammu, Himachal Pradesh, Punjab, Maharashtra, and more. The vision to establish 100 stores by the year 2025.
As Scuzo Ice ‘O’ Magic continues to expand, it remains focussed on delivering what it calls high-quality, health-focussed desserts while minimising its environmental footprint. The brand’s eco-friendly initiatives it explains include the use of edible rice straws infused with flavors and eco-friendly bottles, further showcasing its dedication to sustainability. Committed to health-conscious offerings, the brand added that it ensures that all products are made with 100% natural ingredients, free from chemicals and preservatives.
Medianews4u.com caught up with Gagan Anand, founder, Scuzo Ice ‘O’ Magic
Q. The plan is to establish 100 stores by 2025. Which are the key growth markets for the company? Do you generally launch in areas like shopping malls, inside multiplexes? Kindly elaborate
The target market is quite varied and is not concentrated in one region. Right now, the key markets are Gujarat, Maharashtra and the region of North East.
We are planning to launch our stores preferably in high footfall areas such as high streets, IT Parks and Mall where we can gauge visibility and maximum engagement.
Q. In 2024 what consumption trends were seen? To what extent was it about impulse consumption? Did most consumption take place during the Summer?
During the year, our sales pattern showed a consumption hike during the summer months which is a direct indicator of impulse purchase due to heatwaves. The flavors have also been seen as a seasonal favourite, while chocolate based items are preferred in colder months, fruit based are consumed during the summer.
To be specific, Chatapata Jamun and Triple Rainbow popsicle have had consistent demand during the year which reflect upon its popularity and appeal. Being a fruit based popsicle brand, we have dedicated our crucial time in developing such interesting flavours which could appeal to the masses through their childhood memories. However, the rainy season in 2024 had a detrimental effect on the consumption with our sales being at an all time low.
Q. Was the key TG Gen Z? How is the company and category perceived among consumers?
Our initial focus was definitely the health-conscious audience but following our sales, we are proud to call ourselves as a company favoured by all groups.
Our USP and creative flavours have made us the favourite especially among kids where their parents prefer us over sugary and unhealthy desserts alternatives and want to expose their kids to organic food choices.
Interestingly our customer bases range from 14 to 45 years old which ultimately reflects upon the brand appeal with a diverse consumer base.
Q. How does the commitment to using 100% natural ingredients give the company a leg up over competition?
We have been committed to using 100% real fruits and premium ingredients that make us healthier than our competition, giving us an edge over them.
We use only real fruits, natural and premium ingredients and embrace an open kitchen concept, where our popsicles are made live in front of customers.
This ensures trust and a unique, engaging experience. Furthermore, as India’s first live popsicle brand, we stand out by avoiding harmful chemicals, artificial colours, preservatives and sulfur-free sugar.
Q. From a marketing perspective what were the priorities and goals in 2024? To what extent were they achieved?
In 2024, Scuzo incorporated traditional as well as digital channels of marketing to cover a wider range of our audience and hence improve brand awareness. Hence, we saw a rapid growth in our consumer as well as our followers.
Q. Did the company mostly rely on digital marketing or did traditional media also play a role?
At Scuzo, we believe in utilising all mediums to extract maximum results. While we predominantly relied on digital marketing, given the prominence of the digital age, we didn’t overlook traditional tools. We incorporate methods like hoardings, displaying offers outside our outlets and handing flyers.
Q. Influencer marketing was used a lot more during the festive season across categories compared with 2023. How did Scuzo leverage this media in 2024?
In the past, we have seen the effect of influencer marketing for brands and we didn’t shy away from using the same strategy in 2024. We strategically plan to launch special offers and new flavors during the festive season to attract the audience.
In order to promote such offers we involve ourselves in various ways of marketing such as digital marketing and influencer activity. We further tailor our campaigns during regional and national festivals.
Q. What on-ground activities did Scuzo do in 2024 in terms of tastings, being a part of trade shows etc?
In 2024, Scuzo actively participated in on-ground events such as college fairs and events. We have not yet participated in trade shows, but we intend to do so in the future.
Q. The company focusses a lot on sustainability. How did this translate into a marketing massage?
At Scuzo, sustainability is a vital value, and we are fundamentally committed to engaging eco-friendly ways into every facet of our operations. We use plastic free technology that keeps the food fresh for a long period of time.
Our packaging is developed specifically to reduce the environmental waste where we have created an innovative technology of plastic free containers that keep the food fresh for a long period of time. The brand’s eco-friendly initiatives include the use of edible rice straws infused with flavours and eco-friendly bottles, further showcasing its dedication to sustainability.
We continuously strive to use natural, sustainable materials wherever possible, aligning our practices with our commitment to a greener future.
Q. Did the theme of light humour also play a role in marketing activities done?
The theme of light humour has been an important part of Scuzo’s marketing Strategies. We are consistently incorporating posts, reels, captions on our social media channel that delivers what we do and our mission in a way that keeps the audience entertained.
Q. What can one expect in 2025 from a marketing and branding perspective?
For the upcoming year, our priority is to create awareness about our USP’s and premium ingredients. We will strategically position our products as offering the best experience and value for money.
We dedicated much care along with detailed craftsmanship with each of our products and our aim is to strengthen the brand identity as a premium dessert.
