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iD Fresh launches Vada Batter 2.0 with innovative packaging
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Wednesday, 05 July, 2023, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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iD Fresh Food has launched iD Squeeze & Fry Vada Batter 2.0. Based on the consumer feedback, the Bengaluru-based company introduced a product packaging that is set to create a new benchmark in the food industry.
The new packaging will include a resealable section that allows consumers to add their preferred masalas/condiments into the vada batter. Besides, the upgraded spout not only ensures that finer particles can pass through it, but also that the batter does not stick around the area. This time the pack has been revamped with a transparent window to see if the masala is mixed.
As part of Vada 2.0, the company has launched an exciting campaign titled ‘Your Vada, Your Way Da!’. This campaign is an attempt to convey iD's new and innovative approach to preparing vada that is customisable and could be made according to one’s personal taste.
A transparent section in the front of the pack helps consumers to check if the added masala/condiments are mixed well with the batter. You can now personalise your favourite vadas by spicing up the batter with onions, pepper, ginger, or whatever you fancy, in a jiffy, without any hassle! The product is available in Bengaluru and will soon be launched in other cities in the coming months.
It was 2018, when the company launched its patented, squeeze-and-fry packaging design for vada batter. A Harvard Business School case study noted that the rationale was to identify customer problems and solve them, using common sense. Now with the 2.0 version, the idea is to enhance the customer experience and usability. iD Squeeze & Fry Vada Batter 2.0 will be available in Bengaluru and will soon be launched in other key markets across India. A 375 gram pack is priced at Rs 80.
PC Musthafa, CEO and co-founder of iD Fresh Food, said, “In order to get the hole in the centre of the vada, we had to blend the complex art of traditional vada-making with the simple science of modern technology. In its upgraded version, we have incorporated all the valuable customer feedback we have received over the years in order to deliver a better product and happier customer experience, without compromising on health, taste, or convenience factors. At iD, we have always listened to our customers and we will continue to do so. I’m excited to find out the customer response to iD Squeeze & Fry Vada Batter 2.0.”
Rahul Gandhi, chief marketing officer, iD Fresh Food, noted, “The innovation is simple, yet effective. At iD, we believe that innovation is not about cutting-edge technology or billion-dollar investments; it’s about addressing customer needs in a responsive manner. Our customer-centric approach to innovation ensures that all our products are aligned with the emotional quotient and lifestyles of consumers. iD Vada Batter, made with good quality urad dal and rice flour, makes the homemade vadas tasty and healthy."
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