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ProV Foods partners with Kapoor and Narayanan to drive brand salience
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Thursday, 08 December, 2022, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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ProV Foods, a leading integrated commodities conglomerate with a large-scale presence in the dry fruits, nuts, seeds and berries segment, has partnered with celebrity master chef Sanjeev Kapoor and food and FMCG veteran KS Narayanan to inspire Indian consumers to choose healthier snacking choices for nutritious living and sustained well-being.
Kapoor will be the brand and growth ambassador for ProV and will help develop new value-added branded dry fruits, nuts and seeds products tuned to the Indian palate. Narayanan, with his 30+ years of experience in the food and FMCG industries, will help leverage growth, international quality food processing capabilities, and technical know-how on the creation of trademarked products.
D P Jhawar, Shalin Khanna & Deepak Agrawal, co-founders of ProV, stated, “There exists a large vacuum in the healthy snacking space in India, especially so in the nuts and dry fruits category and with master chef Sanjeev Kapoor and food industry veteran KS Narayanan, ProV will be able to reach more consumers looking for a trustworthy brand offering them innovative products from natural to flavour augmented healthy snacks.”
Commenting on the partnership, Kapoor said, “Having seen the growth of the packaged food categories over the last two decades, I strongly feel the time is ripe for upgradation of the nuts and seeds category from the largely unorganised/loose segment to the packaged, branded value-added format assuring consumers of consistent quality. Nuts and seeds are known for their health benefits and have been used in traditional Indian homes from time immemorial. The advent of “on-the-go” healthy snacking has led to rapid innovations in flavours, coatings, form and packaging thereby delivering products that meet the needs of the present-day consumer. The young and dynamic team at ProV with over 100 years of cumulative experience in sourcing commodities is well placed to capitalise on this tremendous opportunity as it unfolds.”
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