June, 2012



Visual Ice® Signs International Food Manufacturer Haldiram's for POP Advertising Campaign

Visual Ice Moves Into US Ethnic Food Market with Signing of Haldiram's Based in India



IRVINE, Calif., June, 2012 - Visual Ice, Inc., global developer, patent holder and exclusive distributor of the Visual Ice® in-store POP promotions product, announces it has signed international food manufacturer Haldiram's, one of Asia's largest branded snack companies, for a point of purchase advertising campaign. This marks the first non-US food manufacturer Visual Ice had signed direct moving the company into the ethnic food market. Haldiram's initial campaign will focus on a Southwest audience in various food outlets and also represents the first Indian-based company to utilize Visual Ice.

Haldiram's will use the Visual Ice technology to tell a story about its products, aimed at increasing the presence and brand awareness of its products in the US market.  In addition, the company will utilize the teaser technology of Visual Ice to promote its brand, as where an image appears on the freezer door prior to opening, to tease the audience to open the door. Once the freezer door opens, the remaining image branding Haldiram's specific frozen delicacy products will appear, essentially receiving two ads in one application.

"We are very excited to collaborate with Visual Ice on this marketing effort," shared Supriya Bharadway of Haldiram's . "We are confident this visual aid will help increase brand awareness our new product line of frozen delicacies."

The Haldiram's brand goes back to 1937 when it was just a retail Sweets & Namkeens shop in Bikaner, Rajasthan. Today, Haldiram's based in New Delhi is one of the leading players in the snack food industry, despite stiff competition from the global food giants. In addition to the US, the company exports its products in USA, Australia, New Zealand, Middle East, Singapore, United Kingdom, Saudi Arabia, United Arab Emirates and many other developed countries. They are pioneers in developing automated machines for all their snacks, canned sweets, shelf stable ready to eat, confectionary line and now their frozen offering of over 150 items. They are looking to take this range into the mainstream markets where cooking Indian food is a tedious and complicated process for many. With excellent portion sizes and pricing which will be attractive they are slowly branding their image as the clear and authentic alternative for the mainstream customer.

Visual Ice provides Consumer Packaged Goods (CPGs) advertisers with a new way to reach the consumer in the under-utilized frozen goods section. Working with the manufacturers, Visual Ice creates product awareness and cross-marketing channels for several highly-recognizable products.
Through the proprietary invisible Visual Ice coating, the advertiser has the ability to create an unlimited variety of designs to promote its products and brands in the frozen goods section, along with invaluable cross-marketing opportunities. The images are applied to the glass doors and are transparent until the freezer door is opened revealing the image.  After the door is closed, the image will remain visible for up to two minutes. Because the images are transparent, the views of the products inside the case are not obstructed to the consumer.

Visual Ice signage increases customer awareness by communicating promotional pricing and branding in a way that has never been done before; on upright door cases in frozen food sections within a store.  This medium allows for some of the largest advertisements in-store, extending the reach of those ads the entire length of the aisle. Through the highly innovative Visual Ice technology advertisers are able to overcome the tremendous challenges previously faced when trying to reach consumers in the frozen goods section.

“We are excited to be entering a new phase for Visual Ice in the international ethnic food market,” stated Carl Christ, VP of Development and Co-Inventor. “Haldiram's is one the largest snack companies in Asia and opens up a new market to expand the innovative technology Visual Ice offers food manufacturers here in the US. The brand awareness and cross-marketing opportunities for these various products is unlimited to promote across various cultures and regions. We are pleased to partner with Haldiram's and look forward to a long partnership.”


About Visual Ice®

Utilizing a patented process, Visual Ice® is an innovator in one of the newest applications of shopper marketing that is like nothing else in the field of in-store promotion technology.       Visual Ice was featured as one of POP Design’s TOP 5 MOST INNOVATIVE IN-STORE ADVERSTISING IDEAS at the In-Store Marketing EXPO in Chicago, USA, a highly reputable venue for advertising concepts.

For a first-hand look at the Visual ice magic click on the following link:


For more information about Visual Ice®, visit the company website:

  Contact: Michelle Kennedy or Carl Christ | E-mail: