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iD Fresh Food unveils filter coffee decoction in metros, Tier-II cities
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Tuesday, 09 October, 2018, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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iD Fresh Food is now gearing up to target a revenue of Rs 50 crore in the next fiscal year from the launch of its latest product - authentic filter coffee decoction - in the metros and Tier-II cities.
According to the company, the new launch is an effort to revolutionise the coffee industry, on the lines of its pioneering product in the nascent idli-dosa batter market.
With the launch of the traditional filter coffee decoction, iD Fresh enters the non-alcoholic beverage market. This offering comes in the form of ready-to-use liquid or decoction rather than the conventional powder form available in the market. The decoction is made of single-origin coffee and has the right blend of coffee and chicory of 80 per cent coffee and 20 per cent chicory, zero sugar and no preservatives.
“Ardent filter-coffee lovers can get their fix anytime, anywhere - be it in the comforts of their home, office or hotel room - without having to labour through the arduous process of making the traditional coffee decoction,” said the company.
The product is available in 20ml packs priced at Rs. 10 and 150ml packs priced at Rs 180 across retail outlets in 17 cities, including Bengaluru, Mangaluru, Mysuru, Chennai, Mumbai, Pune, Hyderabad, Kochi, Coimbatore, Vijayawada and Visakhapatnam.
Further, the filter coffee decoction will soon be available on e-commerce sites, like Amazon and BigBasket, among others, making it the company’s first product to be available for delivery in all Indian cities.
“This is also the first product to have a long shelf life of three months. However, once the pack is opened, the coffee decoction needs to be stored in a refrigerator and consumed within 10 days,” said the company.
Speaking on the launch of their latest product, Musthafa P C, chief executive officer and co-founder, iD Fresh Food, said, “Over 12 years ago, iD Fresh launched idli and dosa batter in the liquid form, at a time when the market had the product only in the powder form.”
“With our unique filter coffee decoction, we are ready yet again to disrupt the market and meet the hitherto unmet consumer demand for authentic filter coffee,” he added.
Musthafa said, “Filter coffee consumers are coffee connoisseurs. They take pride in appreciating the nuances of good coffee. However, making that authentic, aromatic cup of South Indian filter coffee can be a time-consuming and painstaking process, which perhaps explains why not many people today attempt it at home.”
“We are keen to help our customers overcome this barrier by offering the perfect decoction made of the finest coffee beans. There is no need for any special equipment, skilled hands, or loads of time to make filter coffee now,” he added.
“We have simplified the process, such that it appeals to one’s sense of smell and taste buds. When Indians travel abroad, we hope our coffee sachets become a companion – something to make them feel at home in a foreign land,” said Musthafa.
Since 2005, iD Fresh has produced and delivered a wide range of ready-to-cook, fresh Indian foods, including idli and dosa batter, ragi idli and dosa batter, rice rava batter, Malabar parota, whole-wheat parota, whole-wheat chapati, natural paneer, natural curd and, most recently, the squeeze-and-fry vada batter.
iD Fresh has evolved from making batter in a 50sq ft kitchen in Bengaluru to modernising food packaging and establishing its presence across India and the United Arab Emirates.
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