Oct 23, 2018
Sumeru, the frozen food brand from Innovative Foods Limited, is going the consumer way. In a survey conducted by it Consumers informed that they wanted more interesting products, rather than the regular ones. Hence the company positioned itself accordingly.
The brand that offers a wide variety of frozen ready-to-cook vegetarian and non-vegetarian products has not only identified the consumers’ shift in taste but also is cooking up a storm.
And the company launched French fries with a flavouring of chicken, which was touted as the first of its kind in the industry.
Next on the plate was parathas. The regular parathas may all look similar, says Appaiah, but therein lies the difference. From the original jeera, Malabar, onion, aloo and flaky paratha, the company ventured into methi, turmeric, beetroot, ajwain and multi-grain paratha.
The company has also got into rolls, with its chicken, egg roll and paneer roll. The whole positioning is on snacking occasions. Customers were looking for healthier rolls and snack and since the category size is large and is unorganised, they decided to move in.
Consumer insight has driven a slew of new brands at the firm. The company conducted research across eight cities, both qualitative and quantitative. In the case of quick service restaurants (QSRs), the demand for innovative French fries was met with alacrity.
The company disrupted the fries market when it brought peri peri, and chilli and garlic as a flavour for QSRs, while its competitors were only doing potato wedges and simple fries. The insight that the consumers are seeking newer experiences got the company to create a chef’s panel in Kochi, where it has a plant and an R&D centre. At the plant, a set of chefs go through several products, which are then improvised at the R&D centre, and then move to the consumer panel in Bengaluru.