iD Fresh Food is bringing more breakfast option for its customers with iD Breads. PC Musthafa, iD’s co-founder and CEO, has mentioned that the company had been working on two ‘clean label’ products, i.e., iD Sandwich White Bread and iD Wheat Sliced Bread, over the last two years. They’re priced at Rs. 50 and Rs. 55 (for 400 gm) respectively.
There are too many ingredients in bread and the regulations require the manufacturers to declare them at the back of the pack. There are flour treatment agents, emulsifiers, class II preservatives and this is not the way iD operates.
Clean label is a simple concept, a product made up of natural and organic ingredients and iD’s bread is free of acidity regulators, flour treatment, agents, antioxidants, emulsifiers or class II preservatives and has a shelf life of 5-6 days.
Even the packaging is a bit different from the competition. It is very soft in texture too and gives us better barrier properties. The role of packaging is to communicate the brand and keep the food safe, hence the thicker the packaging, the more the barrier properties.
iD bread’s competition are not just local bakeries but branded players too that change face from city to city. If Mumbai has Wibs (Rs. 20-28 for 400g) and Modern (Rs 28 for Sandwich Supreme bread 400g), Ahmedabad has Amul (Rs. 30 for its 400g sandwich bread), Delhi has Harvest (Rs. 38 for 400g). Yes, the likes of Britannia have a presence in multiple cities but there’s no clear nationwide bread giant. iD Bread will tie up with local vendors as it launches in other cities after its debut in Bengaluru.