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iD Fresh unveils Sip Tender Coconut, Grated Coconut in eco-friendly pkg
Friday, 14 February, 2020, 13 : 00 PM [IST]
Our Bureau, Bengaluru
iD Fresh Food now presents its eco-friendly packaging with the launch of iD Smart Sip Tender Coconut and iD Grated Coconut in a Coconut. This, according to the company, marks India’s largest fresh food brand’s maiden effort in finding sustainable packaging solutions for a greener and healthier tomorrow.

With the company’s resolution to get closer to nature, reduce carbon footprint, it has embraced the natural packaging.

With #KnowYourCoconut as its core message, iD Fresh’s Smart Sip Tender Coconut empowers customers with valuable information without opening the coconut, that was hitherto unavailable to them.

It assured 95 per cent accuracy in predicting the water content, pulp, sweetness and total edible quantity, offering consumers a choice to purchase basis their need. The tender coconuts are priced based on the edible content and sweetness level.

With its grated coconut offering, iD Fresh offers consumers not just convenience, but also a healthier alternative to chemically-preserved frozen or desiccated coconut that is currently available in the market.

iD’s grated coconut is a healthier alternative to the chemically-preserved frozen or desiccated coconut that is currently available in the market.

“Our 2020 vision is to go green. 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 haven taken baby steps towards a gradual reduction of our plastic waste,” said Musthafa P C, chief executive officer and co-founder, iD Fresh Food.  

The tender coconut market, a predominantly unorganised market, in India is valued at around Rs 4,000 crore growing at a compound annual growth rate (CAGR) of 10 per cent, while the grated coconut market is worth Rs 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.

“There is a huge opportunity when it comes to the coconut industry in India. We believe iD’s coconut will disrupt the market and further propel demand for the segment in India,” Musthafa said.

“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 are expecting a revenue of Rs 100 crore from both the coconut products in the next three years,” he added.

“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,” said Pavan Kumar, chief business officer, iD Fresh.

“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,” he added.
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