FNB News - “Brand is currently looking at growth of over 30%”

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INTERVIEW

“Brand is currently looking at growth of over 30%”

Monday, 17 April, 2023, 08 : 00 AM [IST]

Godrej Tyson Foods, a joint venture of Godrej Agrovet Limited and Tyson Foods USA, offers a range of both veg and non-veg frozen ready to cook products, is expecting a growth of over 30% in this fiscal and the company is focusing on expansion of coverage & distribution. Mohit Marwaha, AVP, Yummiez, Godrej Tyson Foods, talks with Ashwani Maindola, highlighting company's future plans and more. Excerpts:

1) Describe GTFL verticals and its USP.
Godrej Tyson Foods Ltd (GTFL) is a joint venture of Godrej Agrovet Limited and Tyson Foods, U.S.A since 2008. Godrej Tyson Foods offers great tasting, safe and affordable protein products through household favourites like Real Good Chicken and Yummiez. As market leaders, we are responsible to constantly invest and evolve in delivering our best. As such, we use Individual Quick Freeze (IQF) technology, to ensure the highest safety and quality standards, across taste, hygiene, and health. The best outcome of IQF technology is that our food products do not need any preservatives, which makes us stand out compared to our competitors. Godrej Yummiez and Real Good Chicken, coming from the house of Godrej, both brands are trusted for their quality and wide product assortment. We cater to India’s expanding food industry, quick service restaurants, and the universe of modern retailers, with innovative food solutions at world-class standards, customised for local tastes. We even offer some iconic Indian food items and bring a restaurant-like experience to your home, at affordable prices.

2) What is your product range for B2B and B2C segments?
Godrej Yummiez offers a range of frozen vegetarian and non-vegetarian ready-to-cook products. Our range is very aptly called Ghar Ka Fast Food. But it is tastier and healthier than the fast-food options available outside and easy to prepare at home.

Our wide range of vegetarian and non-vegetarian frozen food products includes:

Veg: Crispy Potato Starz, Cheese Fingers, New Veg Party Pack, Cheese Corn Nuggets, Potato Cheese Bites, French Fries, Aloo Tikki, American Sweet Corn, Green Peas, Masala Nuggets, Pizza Pockets, Veg Cutlets, Veg Burger Patty, and Crispy Veg Sticks.

Non-Veg: Chicken Breakfast Salami, Chicken Breakfast Sausages, Chicken Italian Sausages, Chicken Cheese & Onion Sausages, Chicken Chilli Salami, Chicken Chilli Sausages, Chicken Pepper & Herb Sausages, Chicken Pepper & Herb Salami, Chicken Hariyali Kabab, Chicken Seekh Kabab, Chicken Lucknowi Seekh Kabab, Chicken Nuggets, Chicken & Cheese Nuggets, Chicken Masala Nuggets, Chicken Achari Tikka, Amritsari Chicken Tikka, Chicken Lasooni Tikka, Chicken Punjabi Tikka, Murgh Malai Chicken Tikka, Chicken Burger Patty, Chicken Garlic Fingers, Chicken Magic Ball and Chichen Party Pack.

3) Elaborate on the company’s focus on R&D and innovation.
As responsible manufacturers and marketers in the frozen food category, Godrej Tyson Foods invests in research and development-led innovations. Product innovation is a continuous process for the brand as it is in the food category where consumer choices and trends keep evolving rapidly. Their products are frozen with the method of IQF or individual quick-freezing technology that ensures the highest quality standards in taste, hygiene, and health. They constantly research what consumers like and bring innovative products. Another focus area for them is to have a good go-to-market approach and make the brand available in more outlets.

4) What are your plans for H2 FY23?
We believe that there is a huge headroom for growth as the penetration of the category is still in single digits. With people becoming more aware and as the food chain evolves in the country, the category will grow in the right direction. For the remaining half of FY23, the brand is currently looking at a growth of over 30%. We have planned product launches in FY23 in line with the ‘International Year of Millets’. Further, we plan to expand our line of veg and non-veg ready-to-cook products. The other plan is around the expansion of our coverage and distribution since the product also needs to be available. A mix of awareness and innovation is the third leg, which involves educating consumers about why frozen foods are good for health.

5) How has been the category growth in India?
Godrej Yummiez offers a range of over 50+ frozen vegetarian and non-vegetarian ready-to-cook products. Real Good Chicken is a pre-cut fresh chicken brand. With innovative food solutions at world-class standards customised for local tastes, GTFL caters to India's expanding food industry, quick service restaurants, and the universe of modern retailers. The company is committed to keep developing more products, boost its B2B presence and penetrate across geographies. Frozen snacks category is estimated to be about a Rs 3,500-crore market. It's been growing pretty fast particularly during the pandemic. Another point to reflect on, is the growth of e-commerce, quick commerce to jumpstart (the industry).

6) What are your marketing initiatives and strategies around the brand?
Godrej Tyson Foods, approximately 50% of the respective ad-spends for media campaigns of Godrej Yummiez is set aside for Digital mediums, followed by nearly 25% on TV, about 20% on Outdoors, and the remaining on in-store sampling. As market leaders, we are responsible to constantly invest and evolve in delivering our best. As such, we use Individual Quick Freeze (IQF) technology, to ensure the highest safety and quality standards, across taste, hygiene and health. The best outcome of IQF technology is that our food products do not need any preservatives, which makes us stand out compared to our competitors. Godrej Yummiez and Real Good Chicken, coming from the house of Godrej, both brands are trusted for their quality and wide product assortment.

7) How the company is incorporating consumers’ expectations in product’s development.
At Godrej Tyson Foods, we aim to raise the world's expectations for how much good food can do. Consumers are more conscious about safety, hygiene and trust, from the origin of the food perspective. And our brand always goes is most trusted, given the high quality, high standard of manufacturing our products come through. The second part also is in terms of ingredients. A lot of people have this myth that anything that's frozen has to have preservatives in it, and that's how it gets a long shelf life. We do not add preservatives in any of our products.