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iD Fresh unveils its innovation with Twist & Spread Butterstick
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Friday, 06 October, 2023, 16 : 00 PM [IST]
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Our Bureau, Bengaluru
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 iD Fresh Food, India’s largest and most innovative fresh food brand, has announced the launch of iD Twist and spread Butterstick – a cool product that makes spreading butter simpler and non-messy, is easy to store, and travel-friendly too. The product has been launched in all major key markets. It is priced at Rs 69.
Inspired by the glue stick design, it packs in 50 gm of fresh, preservative-free butter in such a form that it softens quickly at room temperature. Spreading butter on toast doesn’t have to be a tedious, painful task anymore, and once over, you can refill the pack.
PC Musthafa, CEO and co-founder, iD Fresh Food, said, “iD Fresh has always been at the forefront of innovation. Time and again we have come out with some great products to help ease out our daily food requirements. Our vada packet or the very recent pour-to-perfection coffee liquid bottle has been highly appreciated and accepted by the consumers at large. Now with Twist & Spread Butterstick, we want to make spreading butter easy. With a unique design, similar to that of a glue stick, consumers no longer have to worry about the butter being too hard or difficult to scrape with a butter knife. Rather with just a twist you’ll have your butter at room temperature and ready to spread. We have always taken our consumer feedbacks very seriously and based on that we were very keen to try something new for the Indian market. iD Twist and spread Butterstick is a labour of love and I’m excited to see how our consumers respond to it.”
As the company’s product portfolio continues to expand steadily, it is targeting a revenue of Rs 700 crore in FY 23-24. Given that the company owns its entire supply chain, the brand is well equipped to exercise strict quality control and faster speed to market.
Rahul Gandhi, chief marketing officer, iD Fresh Food, said, “Butter is a kitchen staple, yet there are several consumer pain points that have been ignored for long. iD Butterstick seeks to address these everyday issues in an innovative manner. You can now effortlessly spread butter on toast without the fear of disintegrating the bread, or having to heat the butter knife to slice the butter. iD Butterstick ensures optimal butter spreading, without creating any mess. What’s more, it’s easy to store and is travel-friendly.”
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