In a bid to revitalise and strengthen its brand equity, Weikfield Foods, which is known for its custard powder & pasta, recently announced a comprehensive repositioning strategy with a new brand identity and launch of immunity-boosting products. After successful operation over six decades, the company initiated a complete refresh of its identity with a promise of “Giving life to life’s little celebrations”.
The new strategy will include a new logo, new sonic identity and a new mass media campaign.
Speaking about the unveiling of the brand refresh, Dipy S Sachdeva, chief executive officer, Weikfield Foods Pvt. Ltd, revealed to FnB News: “Born in 1956, Weikfield has gone from strength to strength over the last six decades. We have made many additions to our portfolio over the years to cater to the changing tastes.”
Sachdeva said, “We always bring in new products to create consumer excitement and tap into emerging trends. Immunity-boosting products have seen strong consumer offtake driven by current pandemic. We are launching two new products in the herbal infusions range – Divya Kawach and Pahadi Kahwa - with immunity-boosting benefits.”
He informed, “We are at a very preliminary stage of exploration as far as ready-to-eat segment is concerned and it’s very difficult for us to make any specific comment on this right now. However, directionally we look at niche segments based on changing consumer behaviour and where we can leverage our existing capabilities to create strong differentiation. So, a category like pasta where we already have some existing solutions like pasta sauces, instant pasta and pasta kit boxes would perhaps be the first one to have an RTE range. We hope to introduce this segment in the next 12-18 months.”
Sachdeva stated, “However, we do recognise that these are unprecedented times and the whole world is fighting with an invisible enemy. So, we are trying to adjust our operation schedule as much as possible to minimise the impact as much as possible in the face of uncertainity. we have tied-up with hyperlocal delivery formats like Swiggy, Zomato and Dunzo to ensure our products are available to the customer even when the same may not be available in the neighbourhood stores. We have increased our focus on the ecommerce channel where we have seen our growth double since the pandemic hit.”
According to him, during the pandemic, one of the big impact has been on the disruption of supply chain due to the crisis. Both inbound as well as outbound logistics have been impacted.”
Also, local containment zone related restrictions impact movement of goods from depot to the distributors and then supply to the retailers. Since the pandemic hit, the company has received numerous calls, mails and messages from retailers & consumers alike complaining about non-availability of its products.
The company’s new identity is a more modern, dynamic take on the existing identity. The sharper, sleeker, cleaner look is a step up towards a younger vibrant persona. From the logo typeface to the packaging, colours and stylised fonts – the new identity is aimed towards making the company relevant to the current times and the brand of choice for all generations.
“But we have bigger ambitions – to make Weikfield one of the most loved food brands in India based on the platform of International cuisine. The idea behind the change is therefore to set the Weikfield brand up for the same,” he added.
Sachdeva remarked, “That’s why after 64 years, we have decided to hit refresh and have this makeover. Our new avatar represents an evolution from our illustrious lineage bridging the past with the future. While we may have changed on the outside, our core values of great taste and great quality remain unchanged.”
He concluded, “We are also expanding our custard range with introduction of a new flavour – Kesar Pista Custard which would be with real pista bits. With this introduction, we will have total 5 flavours in our custard range – Vanilla, Mango, Strawberry, Butterscotch and Kesar Pista. We are also expanding the range of one of our most loved products -Weikfield Jelly with the introduction of Pineapple flavour,” adding,.” On the pasta range, we are relaunching our range of instant pasta with new packaging and new flavours. We will be introducing two new flavours in the range Masala Twist and Creamy Mushroom apart from continuing with very popular flavours like Tomato Salsa and Cheezy Mac. Another interesting product line that we are getting into through our Chef’s Basket brand is Pasta Powder Mixes where we will be launching three different mixes. All these products are in the production stage and should be available in the market in next 4 to 6-week time.”