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| FMCG firms hop on taste-plus-health food bandwagon |
| Press Trust of India / Mumbai Mar 07, 2010, 15:20 IST |
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With Indian consumers getting more health-conscious, FMCG companies have begun to focus on cheaper, instant, healthy and yet tasty products.
FMCG majors like Britannia, HUL and Coca-Cola along with smaller players like Amalgam and The Connoisseurs, will be rolling out a number of products in the instant and ready-to-eat food category for such consumers.
"People now want healthy and value-for-money products. They also do not want to compromise on taste. We are presently working on a few products that can be consumed instantly," Britannia's Head (Dairy Products), Vinod Menon, told PTI.
The company will soon launch its fortified milk Actimind, which is being test-marketed in Chennai since October last. The product, priced at Rs 15/150 ml, is created to increase mental sharpness among children, he said, adding that it does not require refrigeration as it comes in a small pack and can be consumed instantly.
Britannia has also recently launched Slim and flavoured milk. Besides, it would be consolidating its already existing products in both the dairy and bakery segment, Menon said, adding that the company would continue introducing smaller packs.
Similarly, Hindustan Unilever will be extending its Knorr brand by launching 'Soupi-Noodles', which can be consumed by just adding hot water. At present, it is running as a pilot project in some southern cities and has got a good response, HUL's Executive Director, Srijeet Mishra, said.
On pricing, Mishra said, "we will price our products reasonably, keeping in view the demand and market scenario."
Coca-Cola is also launching fortified fruit juices along with energy drink 'Burn'. The products will soon find a place in all modern retail points and kirana stores.
It is not just the biggies but also the smaller companies which have embarked on an expansion spree and gearing-up to compete in the highly-competitive segment.
Cochin-based Amalgam Foods plans to come out with instant soups under the Keya brand with both Indian and international flavours at reasonable prices.
"Our USP is healthy products in smaller packs. Our products are organic and require no cooking at all. All you have to do is add hot water. We have small single-serve packets, that lead to no wastage. Such packs are doing really well among the working-class and is just Rs 20/serve," Amalgam's Director (Marketing), Saumil Thanawala, said.
"Our focus is to be in the speciality and gourmet food market. We will also launch several varieties of organic herbs, spices and seasoning," Thanawala added.
The company aims to garner an eight to nine per cent share in the Rs 400 crore soup market by next fiscal.
Delhi-based processed food manufacturer, The Connoisseurs, plans to come out with ready-to-eat healthy non-veg and veg snacks that needs only steaming or shallow fry and will be priced at Rs 40-80 per 6-12 pieces.
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