The Weekend Leader - Ready to use filter coffee decoction next big innovation of iD Fresh Food

Ready to use filter coffee decoction next big innovation of iD Fresh Food

Chennai

15-October-2019

iD Fresh Food, the company that introduced ready-to-cook, fresh native foods, including Idly and Dosa batter, Ragi Idly and Dosa batter, Rice Rava Idly batter, Whole Wheat and Oats Dosa Batter, in the Indian market, has launched another innovative product – filter coffee decoction, a homemade recipe that can remain fresh only for a few hours.

However, id Fresh Food’s decoction has a shelf life of six months, says P C Musthafa, CEO and co-founder of iD Fresh Foodthe father of idly batter revolution in the country. .

P C Musthafa, Co-founder, iD Fresh Foods is gung-ho about their latest product, filter coffee decoction


“The decoction has no chemicals or preservatives. It retains the aroma and freshness for six months. We have achieved this with a unique packaging innovation. It will be a game changer in the coffee retail market,” says Musthafa.

“With idly batter we disrupted the idly powder market. The filer coffee decoction has potential to reach a global market.”

Unlike the conventional coffee powders available in the market, iD Fresh filter coffee comes in the form of ready-to-use liquid (decoction). According to the company, the decoction is made of single origin coffee and has the right blend of coffee and chicory (80% coffee, 20% chicory), zero sugar, and no preservatives.

iD Fresh Food launched its unique filter coffee decoction a year ago and the product is available currently in select cities and stores in India, UAE and the US. The company has evolved from making batter in a 50-sqft kitchen in Bengaluru to modernising food packaging and establishing its presence across India and UAE.

According to the company, it has sold over 10 million cups of its filter coffee, clocking revenues to the tune of Rs 6 crore from September 2018 to September 2019.

iD Fresh Food’s Strategic Business Unit (SBU) for coffee, headed by Param Brahma Mohapatra - who recently joined the company - is aiming to sell 3 billion cups of filter coffee, adding Rs 100 crore to the company revenue, over the next two years.

Speaking about their future plans, Musthafa said, “Under Param’s able leadership, we have a dedicated coffee SBU now and are confident that the team will soar to greater heights. With its immense success, not only in India, but also in the overseas markets, iD Fresh South Indian Filter Coffee is already disrupting the global space.

“Apart from expanding our reach in the Indian non-metros and newer regions in the UAE and the US, we also have plans to take traditional Indian filter coffee to Canada, Australia and South East Asia markets.”

Musthafa says the product will be a delight for coffee lovers. “You no longer need any special equipment, skilled hands, or abundant time to make filter coffee. Now, coffee lovers can get their fix anytime, anywhere - be it in the comforts of their home, office or hotel room - without having to labour through the arduous process of making the traditional coffee decoction. We want the whole world to get a taste of a classic cup of traditional South Indian filter coffee!”

“We have a stellar product here that offers a strong value and emotional brand proposition to the consumer,” said Param Brahma Mohapatra, Head – Coffee SBU, iD Fresh Food.

Currently, the product is available in retail outlets across 33 Indian cities, including Bengaluru, Delhi, Mangaluru, Mysuru, Chennai, Mumbai, Pune, Hyderabad, Kochi, Coimbatore, Vijayawada and Visakhapatnam, among others. It is also available in the UAE and US as well as online - on BigBasket, Amazon and Milkbasket.

Started in 2005, as a little establishment in the bustling streets of Bangalore, iD Fresh Food has come a long way and set several milestones along the way. Today, the company is funded by Premji Invest and Helion Venture Partners, and has a presence in 45 cities across India and overseas, with a team of more than 1500 employees.

Earlier this year, iD Fresh, took the organic leap and is transitioning its entire product line and operations to organic. – TWL Bureau



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