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Homegrown brand Fric Bergen offers mayonnaise, sauces & dips for Rs 10
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Friday, 09 November, 2018, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Fric Bergen, a Gurugram-based company, is now offering a range of premium-quality dressings, dips, mayonnaise and sauce in sachets priced at Rs 10, which make them easy to carry and serve.
Founded by Vivek Singh, Vandana Singh and Rohit Agarwal with a vision to bridge the gap between local players and international brands, the firm is currently engaged in the manufacturing and marketing of the aforementioned processed food categories.
Commenting on the campaign launch, Vivek said “After obtaining a clear understanding of the needs of our target audience, we decided to come up with the brand Fric Bergen which translates to saving money.”
“We wish to establish ourselves as a company that offers premium-quality sauces at an affordable price. All of our products are available in easy-to-use, single-serve sachets that can be consumed on-the-go without the consumer having to worry about them spoiling,” he added.
Just in 18 months of operation, Fric Bergen has managed to establish a good foothold in the retail market with more than 10,000 outlets in North India and now expanding all over the country with a focus on diversifying their product portfolio as well.
The consumers have the option of trying out different variants of dressings, dips, mayonnaise, sauces for just Rs 10.
From Mexican dishes like nachos and tacos to Australian barbeque meals, the brand continually aims at bridging the gap between different cuisines. The company plans on further expanding its presence in various segments – honey-based products, sugar-free sauces and juice concentrates, amongst others.
With continual demand for variety in terms of flavour, Fric Bergen is gearing up to promote their brand heavily.
“We came up with the idea of producing sauces and dips locally when we realised that they are mass produced in the international market. These sauces, spreads, and dressings are the essentials that everyone is bound to stock up on for their next trip to the burger joint or their housewarming parties,” said Agarwal.
Fric Bergen offers a range of attractive and delicious products that make for the perfect go-to-dipping sauce or dressing.
Fric Bergen is currently planning to strengthen the company’s position in the distribution segment to achieve a more extensive reach in retail market and national presence in the hotel, restaurant and catering (HoReCa) segment.
The company aims at targeting innovative distribution channels, such as retail outlets, including dairy, the bread network and other outlets selling daily need products.
As easy as it seems to launch a brand, most of us believe that listing the product on an online platform is enough to build sales and brand.
But the founders of Fric Bergen believe that the easiest tasks are best saved for last and are focussing currently on building their retail presence strength that requires a lot more than e-commerce.
“After having our products sold at B-class outlets, we asked ourselves, why stop here when we want to target consumers in rural areas and the smaller cities. What sets us apart is that we are always looking to target the mom-and-pop stores and we aim to expand our pan-India presence to more than one lakh outlets in the next two to three years,” said Vivek and Agarwal.
A fully self-funded company, Fric Bergen’s sauces are currently available in more than 60 cities across the country, and these include 10,000-plus retail outlets within a span of 18-20 months.
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