iD Fresh launches new flanker brand

Chennai: Food brand, iD Fresh Food has announced the roll-out of iD Daileez, the company’s flanker brand.

A release said it aims to cater to customers in key regions, such as Chennai, Coimbatore, Salem, Kochi, Kozhikode, Mysuru, Mangaluru, Vishakapatnam, among others.

Currently, iD Daileez has launched idly and dosa batter (one kg) at Rs 49. Customers can avail 20 per cent extra batter as inaugural offer, the release added.

CEO and co-founder, iD Fresh Food, PC Musthafa, said, “With iD Daileez, we are looking to compete in the ever-growing batter category, without damaging the existing product’s market share, while catering to extremely price-sensitive consumers. From our experience, over the last 14 years, we have learnt that although an increasing number of Indians rely on packaged food products for the convenience they offer, cost is still an issue, especially in tier II cities and smaller towns. iD Daileez will help us reach out to these consumers, who typically do not have access to high quality products that are made in hygienic conditions. We are keen to strengthen our hold in the Rs 35-50 price category in target cities to make our products easily accessible to all Indians. For this financial year, we have set a target of Rs 200 million for iD Daileez.”

NT Bureau