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Dr Oetker launches food service sub-brand Dr Oetker FunFoods Professional
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Friday, 31 March, 2017, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Dr Oetker India, a leading purveyor of western cuisine to India and the retail leader in western sauces and spreads, leveraged its global expertise with launch of its food service sub-brand, Dr Oetker FunFoods Professional.
Globally, the company has had a presence in the food service space for close to 100 years and served leading quick service restaurants (QSRs) and the hotel, restaurant and cafe (HoReCa) sector in around 50 countries.
Food service is an important growth pillar for the company, and it aims to build it as a significant pillar in India too. The sub-brand will help the company expand the reach of its food service range across the country.
Oliver Mirza, managing director and chief executive officer, Dr Oetker India said, “Dr Oetker is an expert and retail market leader in western sauces and spreads segment in the country, and our aim is to further strengthen the food service division with rebranding.”
“The food service division at present contributes to 25 per cent of our overall revenue and the endeavour is to double the contribution in the next couple of years,” he added.
“We expect that the rebranding of the range under Dr Oetker FunFoods Professional and working together with clients as solutions providers will enable us to propagate our range of products and penetrate the market further. The launch will also be supported by various above-the-line (ATL) and below-the-line (BTL) activities,” Mirza said.
The overall look, feel and packaging design of the range has been revamped, keeping in mind the requirements of food service consumers. The company has worked together with leading professional chefs from the industry to design the packaging, which caters to the requirements of the HoReCa and QSR industries.
The comprehensive layout will include features like highlighting various applications of the products, unique features, appealing food shots and contemporary design. It will also have prominent branding, apart from the usual statutory information.
The existing range of Dr Oetker’s food service division boasts of over 150 products that are currently used by leading QSR chains, restaurants, cafes and local eateries across the country. It caters to leading HoReCa and QSR brands like KFC, Domino’s, Pizza Hut, Taco Bell, Costa Coffee and Subway, five-star hotels and airlines.
The move aims to reinforce the brand as an expert and solutions provider in western food ingredient category for hotels, restaurants, cafes, bakeries, fast food joints and caterers.
The launch will be supported by ATL and BTL activities like print advertisements, solution selling, recipe booklets, food tasting sessions, bakers’ and caterers’ meets and consumer education.
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