iD Fresh Food expands instant coffee portfolio

Azim Premji-backed iD Fresh Food, known for its idli-dosa batter, has expanded its coffee portfolio driven by surge in at-home consumption of the beverage amid the Covid-19 pandemic. The packaged foods company - which launched coffee blends in 2018 making its entry into the non-alcoholic beverage market- has added variants of instant filter coffee liquids. With this, iD Fresh is targeting a revenue of Rs 50 crore in the segment in the year 2021-22.

“When we launched filter coffee liquid two years ago, we were not sure whether consumers would be keen to make the switch from instant coffee powders to ready-to-use liquid in a pouch/sachet. Consumer response has been phenomenal, especially during the pandemic with more people working from – and drinking coffee at – home,” Musthafa PC, cofounder of iD Fresh Food, said in a press statement.

The new blends were concocted based on customer feedback and will be retailed on marketplaces and retail stores.

Pavan Kumar BVS, CBO of iD Fresh Food, said, “Within two years, we have managed to carve a niche in the segment not just in the metros, but also in the tier 2 markets. Given that we are launching at an affordable price point of Rs 5, the market opportunity is immense.”

The Bengaluru-based brand provides 65000 kgs of idly/dosa batter per day, alongside ready-to-eat products like parotas, vada batter, chapati and paneer to over 30000 retail outlets.