Monday, January 21, 2019


iD Fresh unveils squeeze & fry vada batter in patented packaging design
Tuesday, 23 January, 2018, 08 : 00 AM [IST]
Our Bureau, Bengaluru
iD Fresh has now simplified the process of vada making with the launch of squeeze and fry batter in a patented packaging design that shapes the snack. The product is slated to be launched in Bengaluru by the end of the month.

All one has to do is hold the vada pack directly above the wok, slide the vada cutter upwards and squeeze the pack to form a vada shaped batter. Once the vada cutter is pointed downwards, it drops the batter into the oil.

The squeeze and fry vada batter helps people make vadas at home without touching the batter or messing their hands. These can be shaped, and will look and taste like those made by an expert.

The company stated that vada-making was no longer a mere art, but a science. “Making this all-time favourite snack at home has always been an age-old problem. It involves a lot of mess, stress and planning. Making perfect-looking vadas at home is really tedious. With complete know-how about the ingredients, recipe and cooking methodology, grandmothers or mothers are, by far, the most at ease with preparing vadas at home, and hence, are the experts,” it added.

The younger generation is aware of how challenging making vadas at home can be, and hence, avoid making them. In fact, the preparation of vadas at home has gradually begun to disappear.

iD identified this problem and tried to solve it with the application of common sense. This journey started three years ago.

“Firstly, vada batter consistency is always a challenge. It was easy for us to solve it using our batter-making process. Even if we provide vada batter to a homemaker, she will still make vada at home. It is a messy job, as vada batter is extremely sticky.

Secondly, vada-making is still an art. One does not get the size and the shape right.

“We spoke to a lot of new-gen homemakers, and most of them had no idea on how to get the hole for the vada. We realised they would end up frying fingers rather than frying the vada,” said Musthafa P C, chief executive officer and founder, iD Fresh.

“We then started working to solve this problem. We spoke to many industry experts. They were really not able to help. We did a lot of internal trials, but we failed miserably,” he added.

“There were times when many in the team suggested dropping the project. It wasn’t an easy journey. But we were confident on cracking the concept, and we did so with the application of common sense,” said Musthafa.

“We understand a customer’s problem and try to solve it. That is the best way to stay ahead of the competition. iD Squeeze and Fry Vada Batter stores the batter and helps shape vadas with great ease. It is a one-of- a kind product in the food category,” the iD Fresh chief added.
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