iD Fresh Food Launches India's First Affordable Clean Label Bread Range
iD Fresh Food Launches India's First Affordable Clean Label Bread Range

iD Fresh Food announced the launch of its much awaited, iD Bread. With India’s first affordable clean label bread, iD continues to strengthen its presence in the growing healthy food market in India. Starting with Bengaluru, the newly launched products in the category are – iD Sandwich White Bread and iD Wheat Sliced Bread that promises to be free of acidity regulators, flour treatment agents, antioxidants, emulsifiers or class II preservatives.

Priced at Rs 50 and Rs 55 (for 400 gm), iD breads come with a shelf life of five to six days. iD bread’s USP is not just that its free of chemicals and fertilizers but will also come in a size that is larger than what is already available in the market.

Speaking about iD’s decision to venture into this new product category, PC Musthafa, CEO and Co-founder, iD Fresh Food, said, “At iD, our focus has always been on delivering healthy and fresh foods to our consumers. We listen keenly to our customers so that we can cater to their evolving needs. iD bread has been a result of the same process. We have used traditional techniques, starting from specially ground flour, all-natural fermentation, traditionally baked, no chemicals or additives. These are the biggest differentiators when compared to any other similar products in the market. Rest assured when we say there are absolutely no synthetic chemicals in the mix. iD bread is made the way bread should be made - traditionally and with a whole lot of love.”

Rahul Gandhi, Chief Marketing Officer, iD Fresh Food, said, “Bread has been a staple food in many parts of the world throughout recorded history. However, not all breads are made equal. As a brand whose USP is fresh and healthy foods, iD promises the finest bread, without the use of any artificial preservatives, flavours or colours, unlike other alternatives available in the market today. The process of coming out with an all-natural bread took us two years and we finally cracked the code and now we are ready to offer a healthier and tastier choice to our consumers.”

Having its in-house supply chain facility, the company has the ability to be agile in meeting changing consumer demands, while exercising strict quality control and faster speed to market. Their customer-centric approach to innovation has helped ensure that all products are aligned with the emotional quotient and lifestyles of consumers.

Since its inception in 2005, iD has used common sense to be at the forefront of innovation to revolutionise the way customers consume fresh food at home. Currently, iD caters to over 45 cites, across 30,000 retail stores in India, UAE and US.

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