Snapshots of Food Industry News
Tata Tea Premium Relaunches the Brand
Tata Global Beverages Ltd flagship brand, Tata Tea Premium, has redefined this category with an innovative, first-ever ‘hyperlocal marketing’ approach for the brand’s relaunch. The relaunch has been kickstarted in its core markets of Uttar Pradesh and Delhi. They have developed a State wise communication based on local/regional-level insight and have used hyperlocal media choices to effectively target the region. Tata Tea Premium contributes to roughly one-third of the India business revenues and is a leading brand across the branded tea category in India.
In Uttar Pradesh, the new packaging captures the essence of Uttar Pradesh by showcasing iconic places like the Varanasi Ghats and the Taj Mahal, the Gomti waterfront and iconic aspects like the Kathak dance form, all of which resonate with the people of Uttar Pradesh. In Delhi, the packs carry visual imagery of Red Fort, Qutub Minar and India Gate. The brand showcases the Delhi Metro, on the outside with visuals of the rich heritage of Delhi, and on the inside with stories of the rich hearted people of Delhi befitting the theme ‘Dil Se Rich Dilli’.
NuTy Launches Extended Shelf-life, Ready-to-eat Curries
NuTy has become the first company in India to launch extended shelf-life, ready-to-eat curries, and meals using non-thermal cold pasteurisation through its proprietary cooking process aided by HPP (high-pressure processing) technology. NuTy, a venture of Tulita Ahara Pvt Ltd, has its high-tech HPP meal factory in Hosur with a meal processing capacity of five tonnes-per-day. The new curries range has 30 options that have genuine regional recipes with a shelf-life of up to 60 days. The company targets working, urban millennials who have to make compromises of taste, health or money every day due to the non-availability of any existing options.
NuTy is also India’s first omnichannel food-as-a-service (FaaS) company using modern food technologies, processes and logistics. The company aims to offer appetising, authentically-curated regional cuisines, reducing waste and also enhancing livelihood by creating micro food-entrepreneurs. The company is scaling up rapidly and by 2023 NuTy will have a reach in 500 cities and towns and would have created 2,00,000 micro food entrepreneurs. The large cities will have over 1,000 points-of-sale (POS), medium-size cities having 300 to 500 POS and small cities with100 POS. The new ready-to-eat meals will be available through grocery delivery apps like BigBasket and Amazon by the middle of next month and other hyper-local delivery apps by the middle of 2020.
The Date House to Open First Outlet in Chandigarh
The Date House, which is a new premium healthy food products brand, will open its first store at Elante Mall in Chandigarh. At the opening the store will offer varieties of premium and best dates from across the world. The product category includes premium pitted dates, filled dates, chocolate dates, Azwa and Mejdool dates. They will also introduce date oats cookies, honey oats cookies, coconut cookies and honey almond cookies during the launch. The Date House’s introductory product portfolio includes the imported dates from Saudi Arabia and Jordan, almonds and walnuts from the USA and pistachios from Iran.
The world is moving towards healthy food and natural sweetener and there is greater emphasis on natural food products so the market size is growing exponentially. Similarly, there is also a demand from Indian customers in this segment and keeping this in mind, the Date House has bought the best products from all over the world to satisfy their needs. Dates are filled with health benefits as they have a great source of energy, vitamin A, calcium and iron. They have zero fat, zero cholesterol, and a high percentage of dietary fibre. It is a natural candy which both kids and adults can enjoy guilt-free.
Impeccable Seeks Funds for Growth of its Gluten and Sugar Free Products
Food start-up, Impeccable Innovations, has researched and developed four products and drawn consumers who are keen to take on the path of disease control and preventive health.
The Bengaluru-based Company’s four products include Sportify- a gluten-free multigrain flour, sugar-free chocolates called D: Junk, MereVala lime, chilly and mango pickles and cold pressed mustard oil trademarked ‘Terve,’ which in the Finnish language means healthy. All these products have been well received at the launch earlier. Some new products are also underway, like the idli-dosa powder mix which is expected to be launched in March and the plant-based mock chicken by June.
Now for their next phase of growth the company sees the need for a larger production plant, strengthening their research for further innovation and product development, and for expanding the marketing network and therefore, Impeccable is in discussions with private equity and venture capitalists as fund infusion is needed for all these requirements. The company has drawn considerable interest for products and the technology for which patent is pending. Sportify has been in the market for the last 7-8 months and is positioned to target the Celiac disorder section of the population. D:Junk and Mere Vala pickles are still in infancy but gaining ground. All the products are available in retail and chemist outlets at Bengaluru’s Whitefield area, primarily, The Celiac Store, New Delhi, and the NCR region. The company has been conducting awareness and product usage demonstrations to enable consumers understand the importance of this dedicated line-up of gluten-free and sugar-free products that could help people lead healthy lifestyles.
PVMI Launches Center Fruit Soft Chews
Center Fruit, Perfetti Van Melle India’s (PVMI) flagship brand, has entered the chewy candy segment with the introduction of Center Fruit Soft Chews. This marks the brand’s first foray outside gum offerings since its launch in 2006. Crunchy on the outside, soft and chewy on the inside, Centre Fruit Soft Chews is available in an assorted pack of five fruity flavours priced at Rs 10 for traditional trade. In modern trade, it is available in a pocket-friendly bottle at Rs 50 and a consumer-friendly resealable bag at Rs 75.
PVMI looks to innovate and find new ways to meet consumer needs and so the flavours have been curated keeping the Indian taste palate and preferences in mind, namely orange, strawberry, watermelon, lemon and blackcurrant. Real fruit juices have been added to the composition to enhance the fruitiness of the product. The launch of Center Fruit Soft Chews is also a step in the growth direction as the brand does equally well in both urban and rural markets and across regions and are looking forward to a great response from their consumers for this as well.