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iD Fresh expands flagship batter range with 4 new nutritious and speciality variants
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Friday, 10 January, 2025, 14 : 00 PM [IST]
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Our Bureau, Bengaluru
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iD Fresh Food, India’s largest and most beloved fresh food brand, announces the launch of four exciting new specialty batters – Protein-rich idli Dosa Batter, Ragi Millet Idli Dosa Batter, Multigrain Idli Dosa Batter, and Mallige Idli Batter. These thoughtfully crafted batters are designed to offer a perfect blend of taste, nutrition, and convenience, ensuring a wholesome and delightful start to your day.
These specialty batters are available exclusively through quick-commerce platforms in Bangalore, Mumbai, Pune, Delhi, and Hyderabad. With this launch, the company is expanding its flagship idli-dosa batter range, leveraging its role as the category creator and leader. By introducing new offerings, iD aims to provide consumers with more variety that aligns with their evolving and healthier preferences.
Speaking about the expansion, Rajat Diwaker, CEO (India), iD Fresh Food, says “At iD Fresh Food, we're dedicated to meeting the growing demand for healthy and nutritious options. Over the last two decades, our batter segment has been one of the fastest-growing categories, earning immense love and trust from consumers. Today, we're thrilled to take this journey to the next level with the launch of our new range of specialty batters. This addition reflects our commitment to innovation and strengthens our bond with our customers by offering more variety and catering to diverse preferences. Starting with an exclusive rollout in metro cities, we aim to make these new offerings available across the country in the coming months.”
“We’re excited to launch our new line of Specialty Batters, designed to meet the evolving tastes of our discerning customers. After careful development, each batter is crafted with the finest ingredients for exceptional taste. For example, our protein batter delivers 15g of protein in just two idlis, providing a nutritious start to your day with a protein-packed breakfast option. Staying true to iD’s ethos, we ensure every product is free from preservatives, additives, or chemicals. With four new specialty batters, we’re expanding our range to cater to diverse needs: the plant-based Protein-Rich Batter, the nutrient-packed Ragi Millet Batter, the fiber-rich Multigrain Batter, and the authentic Mallige Idli Batter. These batters are perfect for today’s busy, health-conscious lifestyles, offering a balance of taste, convenience, and nourishment,” said Enakshi Dasgupta, head of new product development, iD Fresh Food.
The company has always been at the forefront of packaging innovation and has introduced an industry-first approach by offering specialty batters in a convenient tub format, enhancing user experience and maintaining their commitment to delivering fresh, preservative-free products. These four speciality batters will be available through quick-commerce platforms in Bangalore and will soon expand to Mumbai, Pune, Delhi, and Hyderabad. The new batters are priced at Rs 149 for the Protein Idli Dosa Batter (800g), Rs 145 for Multigrain Idly Dosa Batter (800g), Rs 130 for Ragi Millet Idli Dosa Batter (800g) and Rs 110 for Mallige Idli Batter (800g).
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