afaqs! news bureau

iD Fresh Food forays into frozen fruit blends

The brand is launching the fruit blend in UAE with 7 different flavours.

iD Fresh Food, a Bangalore based company that is known for its range of fresh foods like Idly/Dosa Batter, Parotas, chapatis, curd, and paneer, is now launching Frozen Fruit Blend in UAE. 

The fruit blend is launched with 7 different flavours without any preservatives. It is currently available in seven flavours, namely, Mango, Chikoo, Pineapple, Tender Coconut, Strawberry, Grapes, and Guava. As per Musthafa PC, CEO at iD Fresh Food, the brand might launch the fruit blend in India soon.

In a LinkedIn post PC mentions, "I love mangoes. I wish I could eat them throughout the year. But since that is not possible, we thought of a product that lets you have shakes and smoothies, or any dessert made with your favourite fruit, any time of the year. Launching the all-natural Frozen Fruit Blend, in 7 different flavours. No artificial agents, no preservatives. People of UAE are the lucky ones now, but hopefully we’ll launch it soon in India too."

UAE is the largest market for iD Fresh, after India, and it accounts for nearly 30% of the company’s overall revenue. Through this new product, iD is expected to strengthen the brand’s positioning as it continues to expand strategically in the Middle East. It is also the first major brand to enter this segment, as the category has immense possibilities of growth in the future.

Commenting on the new product category, Musthafa, says, “At iD Fresh Food, we are constantly exploring new ways to address consumer needs using common sense. iD Frozen Fruit Blend has been prepared meticulously with fresh fruits, without using any preservatives or harmful chemicals to increase its shelf life.”

Rahul Gandhi, chief marketing officer, iD Fresh Food, further noted, “You can now experiment with your favourite desserts or shakes, made at home, without any guilt. This product aims to solve the inconvenience of peeling/cutting fruits to make shakes/smoothies and solves the problem of round the year unavailability of some favourite fruits, without compromising on the nutritional aspects/health aspects of the food."

Currently, the company caters to over 45 cites, across 35,000 retail stores in India, UAE and US.

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