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Oct, 04 2018

FMCG companies expanding frozen food products range

Today, frozen food industry provides a wide range of products, from fruits, vegetables and frozen meats to snacking and full meal options.

FMCG companies are experimenting with newer ready-to-eat products. They are expanding the range of frozen food products in an attempt to diversify and make themselves more appealing to consumers for whom elaborate cooking is not always an option and prefer a quick heat-and-eat style.

In the beginning, the frozen food industry was offering basic frozen vegetables and fries. But today, it provides a wide range of products, from fruits, vegetables and frozen meats to snacking and full meal options. 

Companies like Sumeru Foods, ITC and Amul are trying to convince consumers that frozen food is not less healthy than products that are touted as 'fresh'.

Mithun Appaiah, Chief Executive of Sumeru Foods, said, "The route for growth in this segment is to make customers think otherwise. The company has tied up with Alfred Prasad, the youngest Indian chef to get a Michelin star, to launch a range of products in chicken kebabs, paneer and French fries curated by him, under the Classiques brand. It has also launched parathas, not just the traditional onion and aloo ones, but also ajwain, methi and jeera parathas."

Last year, consumer goods behemoth ITC entered the frozen foods and snacks segment by selling frozen prawns under the MasterChef brand. The firm expanded the range of products to fried potatoes, chicken products, falafel, batata vada, pizza pockets, chicken keema patties.

Earlier this year, Amul entered this market with its Happy Treats brand. This brand provides six varieties in the frozen potato snacks category, which includes aloo tikki, french fries, potato wedges and veggie stix.

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