Chef's Basket amazes shoppers with Noodle Kit

Mumbai-based food start-up Chef's Basket recently rolled out an innovative FSU for their ready-to-cook noodles and pasta kits at the Gourmet West stores across 7 cities including Bangalore (Forum Mall), Bangalore (Garuda Mall), Hyderabad, Surat, Ahmedabad, Pune and Chandigarh. The brand currently sells Italian and Oriental recipes in its world cuisine segment.

The objective of this campaign was to explain how gourmet cooking can be made simple using Chef's Basket products and this FSU was introduced as a part of their noodles launch. The units were placed in the stores as part of the company's campaign to educate consumers about the possibility and ease of cooking gourmet style food at home. The company's Co-Founder Varun Jhawar said, "An Indian consumer is slowly getting exposed to world cuisines but this interaction is mostly at an expensive restaurant. We want to bring international cuisines to home kitchens while breaking the myth that they are inaccessible or complicated to cook. We have seen a good off-take of our products post the launch of this structure and a good connect has been established with the shoppers ensuring a good visibility of the structure.” The FSU structure was designed in-house but was implemented by the brand's trade marketing agency - Delta Display.

Jhawar added, "We are attempting to break the stigma attached to packaged food by using natural ingredients in our recipes. We have so far sold 1.8 million meals and aim to sell about 3 million by this summer as we expand to 40 cities."

Anup Krishnakumar, Sr. Manager Operations & Brand Consultation, Delta Display mentions, "Chef's Basket is a brand that offers world cuisine in the ready to cook category. To highlight the brand's image, the client wanted us to create a unique stacking unit unlike the regular FSUs & Gondolas in the market. For this, the challenge was to consider the aesthetics of the brand, "Made with 100% Natural Ingredients" which the brand highlights in all its communications. We decided to fabricate a unit using pine wood and leaving it in its natural premium look which is easy to install and dismantle at the store level. The concept has been widely admired by both client and channel partners and hence we are looking forward to use this aesthetics for their upcoming products, which the company is ready to launch in both MT & GT formats.”