Godrej Yummiez, the frozen ready-to-cook brand from Godrej Tyson Foods Ltd, is set to enter the South African market by the first quarter of the next financial year, as stated by Mohit Marwaha, AVP of Yummiez at Godrej Tyson Foods.
Yummiez recently forayed into the markets of Singapore and Bangladesh, Marwaha said.
“We’re exploring opportunities in South Africa, given its significant Indian diaspora. Additionally, the UK remains on the cards,” he added.
Moreover, the company plans to allocate INR 25-30 crore towards setting up dedicated Yummiez freezers in retail outlets across India within the next 2-3 years.
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Marwaha stated that Yummiez plans to broaden its sachet format.
“We have recently launched a pack of two chicken sausages priced at INR 30, and we are receiving good traction on this product in India due to its affordable pricing. We are planning to add more products in sachet format for both the veg and non-veg segments within the next quarter,” he said.
Marwaha observed that there is increasing acceptance of having frozen food at home, and he anticipates a robust double-digit growth in the frozen food category moving forward.
“I have observed positive changes deep in the infrastructure, particularly in the supply chain and storage for stock. Across logistics, freight, and retail, there’s a noticeable improvement. In the retail sector, especially for frozen food, there’s a solid foundation, and resources for last-mile delivery have become more readily available. This overall enhancement is expected to drive growth in this category,” he said.
Marwaha highlighted the advantages of competition, particularly in a niche category such as the frozen food market. He expressed his belief that the entry of more players into the market could enhance awareness and be advantageous for all involved. Given the current single-digit penetration in various categories, he views competition as a driving force for accelerated category growth.
Marwaha stated that there’s a widespread consumer belief that frozen food is unhealthy and laden with preservatives. To counter this perception, we launched a campaign for Yummiez, emphasizing its preservative-free nature.
“For instance, storing green peas in freezers without preservatives, thanks to the low temperature of minus 20 degrees, extends their shelf life. People are recognising the benefits of frozen food, its nutritional value, and adopting it as a valid and convenient option,” he added.
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