By launching the coffee decoction brand, ID is hoping to wean consumers away from coffee powder makers like Nescafe and Bru.
ID Fresh Food is planning to bring readymade coffee decoction, which will compete with coffee decoction brands like Bayars, TrueSouth and Madcaf.
By launching the coffee decoction brand, ID is hoping to wean consumers away from coffee powder makers like Nescafe and Bru. ID Fresh Food has become popular with its idli, dosa and most recently vada batter.
PC Musthafa, Co-founder & CEO of ID Fresh, said, "Just like vadas, filter coffee has nearly disappeared from our homes. Today, instant coffee has become the norm. No one has the time to select graded Arabica and Robusta coffee beans, chicory; get them roasted, ground and then left to steep in boiling water the previous night. We are hoping our filter decoction will have the taste of grandma's hand. We’ve done two years of research."
"Now, with coffee, it’s the same thing. South Indians are very fussy and particular about the taste of their filter coffee. We wanted to stick with our 100% natural tagline. So in lieu of using additives to extending shelf life, we came up with a unique vacuum-sealing technology for our packs. Our shelf life, just because of our uniquely designed 3D pack, is three months. Homemade filter coffee decoction, depending on the weather, has a shelf life of just 1-2 days," Musthafa added.