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iD Fresh: Upping the ante in packaging innovation

By Retail4Growth Team | February 14, 2020

iD Fresh Food has announced the launch of iD Smart Sip Tender Coconut and iD Grated Coconut in a Coconut, marking its maiden effort in finding sustainable packaging solutions for a greener and healthier tomorrow.

Musthafa PC, CEO & Co-Founder, iD Fresh FoodiD Fresh Food has launched iD Smart Sip Tender Coconut and iD Grated Coconut in a Coconut. The range will be sold in natural coconut shells, making it the food company’s first set of products with plastic free-packaging.

According to the company, the packaging includes a paper straw and plastic-free sticker to be peeled by the consumer before drinking. To scrape out the pulp, there’s a bigger circular groove that can be cut open with ease.

For 2020, iD Fresh Food’s New Year Resolution is loud and clear: Get closer to nature, reduce your carbon footprint. And what better products than tender coconut and grated coconut – that too in their natural packaging – to drive home the message!

Commenting on the company’s latest innovation, Musthafa PC, CEO and co-founder of iD Fresh Food, said“Our 2020 vision is to go green. As a consumer-centric company committed to preserving the tradition of Indian cooking with healthy and fresh ingredients, we are constantly looking for ways to reduce the use of plastic in our product packaging.”

“With the Smart Sip Tender Coconut and Grated Coconut in a Coconut, we have taken baby steps towards a gradual reduction of our plastic waste. Last year, when we launched iD Fresh Organic, we had made a commitment to our consumers to try our best to find more environment-friendly and sustainable solutions. I truly hope that we are able to find better solutions for everyday plastic use so that we can leave behind a better world for the future generations,” he added.

The tender coconut market, a predominantly unorganised market, in India is valued at around INR 4000 crore growing at a compound annual growth rate (CAGR) of 10 per cent, while the grated coconut market is worth INR 150 crore, growing at 30 per cent CAGR. By 2022, iD Fresh aims to capture 60-70 per cent of the organised packaged coconuts market share. 

Over the next three months, iD Smart Sip Tender Coconut and iD Grated Coconut in a Coconut will be available at retail outlets as well as at iD Kiosks where consumers can experience the taste, freshness and quality of the products before making the purchase. In the next phase of the launch, iD will be empowering the street hawkers selling tender coconut by helping them set up a hygienic cart with a cooler, giving fair price margins and even collecting the waste from them at the end of the day.

Elaborating on the growth strategy, Musthafa, added, “There is a huge opportunity when it comes to the coconut industry in India. With increased awareness on health and rising consumer preferences towards natural and healthy food and beverages, we believe iD’s Coconut will disrupt the market and further propel the demand for the segment in India. The plan is to introduce the products first in Bengaluru, followed by other key markets including Kerala, Tamil Nadu and Andhra Pradesh, among others. We’re expecting revenue of INR 100 crore from both the coconut products in the next three years.”

“Since iD Fresh’s inception in 2005, the company has consistently offered customers easy-to-cook, preservative-free and traditional Indian foods, powered by technology and packaging innovation. Both our new products carry forward iD Fresh’s vision. Our grated coconut offers customers a healthier and eco-friendly alternative to frozen grated coconut and frozen desiccated grated coconut options that are laden with preservatives to increase their shelf life. Similarly, our tender coconut promises not just health benefits, but also greater transparency in terms of product volume, sweetness and the like. We believe that these unique products will have a strong consumer resonance as we are providing them with a valuable offering vis-à-vis quality, convenience and natural packaging”, added Pavan Kumar, Chief Business Officer, iD Fresh Food.

iD Fresh is known to be a trailblazer in the fresh food segment offering consumers smart and convenient ways to experience traditional Indian foods. Funded by Premji Invest, Azim Premji’s investment arm and Helion Venture Partners, iD Fresh’s noteworthy achievements include revolutionising the idly-dosa batter space with its award-winning packaging and preservative-free products; bringing together the complex art of traditional vada making and the simple science of modern technology with its patented, squeeze-and-fry packaging design for the vada batter (that was presented at Harvard Business School); and most recently, reviving the arduous traditional filter coffee making with its unique South Indian filter coffee that comes in the form of ready-to-use liquid (decoction).

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