Independence from chopping!
This Independence Day, people across India got relief from cutting vegetables. Mother Diary is eyeing the increasingly popular segment for frozen vegetables and launched it officially on August 15th.
Frozen onion rings, spinach blocks, English carrots, cauliflower florets, French beans, guava and mango are amongst the new frozen items that the company has set on the plate. Currently, it is selling over 6000 tonnes of frozen peas, sweet corn and mixed vegetables annually. These frozen veggies and fruits would be sold under the existing, very ‘safal’ brand name of Safal, which has a market share of 25-30% in the frozen vegetable category.
Frozen vegetables provide value for money and now with people running short of time always, cut frozen veggies are the future. Safal already has competition from retailers like Reliance, Big Bazaar, Easy Day and More which sell frozen peas and corns in their own brands. Safal, however, hopes to become ‘safal’ with wider reach, handy packs and preservative free items. Frozen veggies and fruits are not the preferred choice for those who are health conscious but then neither are McDonalds, Pizza Hut and all the fizzy drinks.