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MTR Foods launches 3-Minute Breakfast range comprising poha, upma, oats
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Tuesday, 25 April, 2017, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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MTR Foods, has launched the 3-Minute Breakfastrange, comprising popular Indian breakfasts including poha, upma, oats and halwa. These can be prepared in just three minutes, merely by adding hot water.
The range comprises two variants of poha (Poha and Khatta Meetha Poha), two variants of upma (Vegetable Upma and Magic Masala Upma), one variant of oats (Oats Homestyle Masala) and one variant of halwa (Kesari Halwa).
The 60g single-use pack is priced at Rs 20, the cup variant is priced at Rs 45 and the multiple-use box, weighing 230g, is priced at Rs 80-85.
The 3-MinuteBreakfast launch is accompanied by a 360-degree marketing communication plan including a new television commercial (TVC), digital promotions, out-of-home (OOH) and in-store sampling.
Backed by the insight that breakfast is the most rushed meal occasion and also the most skipped meal, this unique and delicious range of six products is available in three different packaging formats for various consumption occasions, at-home or on-the-go.
With this range, MTR has made Indian breakfasts in convenient and quick pour-and-eat formulations, very similar to cereals.
The company stated that ithad always been at the forefront of the packaged foods industry by identifying the latent needs and quickly innovating to launch relevant products.
From Rava Idli Mix to Multigrain Mixes and the latest Veggie Range, it has successfully married cutting-edge technology with an inherent understanding of the consumer insights.
The 3-Minute Breakfast range is a result of reams of studies and observation, wherein it clearly showed the importance of eating breakfast. However, hectic lifestyles and increasing time-poverty have led to an increasing trend of youth skipping this meal altogether.
Yet, if the time dimension and cooking-knowledge are taken out of the equation, the Indian consumer is sure to choose an Indian breakfast to a western one.
“The organised breakfast market in India is driven by a need for convenience with consumers sometimes compromising on what they would like to eat for quicker options,” said Sanjay Sharma, chief executive officer, MTR Foods.
“Most Indians at a breakfast buffet choose Indian food, with similar behaviour being observed at college canteens and train stations.Yet, the same people, when they are at home and in a hurry on a weekday morning, choose a bowl of cereal and milk, just because it’s quicker and more convenient than an Indian breakfast,” he added.
“The MTR 3-Minute Breakfast will now give Indians easy access to a hot, comforting range of Indian breakfast dishes in just three minutes,” saidSharma.
Sunay Bhasin, chief marketing officer, MTR Foods, said, “Breakfast has been one of the most successful categories in MTR.”
“We have always a enjoyed significant leadership position across the country, and currently have a market share of 36 per cent in our core markets,” he added.
“The breakfast range has anew and attractive packaging.There are three packaging formats to suit different consumption occasions,” Bhasin stated.
“With great taste and convenience, itwill revolutionise the breakfast category in India,” he added.
“We are confident that consumers will not only choose an Indian breakfast, but also not skip the most important meal of the day, every day,” Bhasin said.
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