iD Fresh Food, the leading and beloved fresh food brand in India, has made an exciting announcement about its latest product, iD Squeeze and Fry Vada Batter 2.0. This groundbreaking offering is set to redefine the food industry with its exceptional features. Taking into account valuable consumer feedback, iD Fresh Food has introduced a unique packaging design that includes a resealable section. This ingenious addition allows consumers to effortlessly incorporate their preferred masalas or condiments into the vada batter. The upgraded spout ensures smooth passage of finer particles, while a transparent window provides visibility to ensure proper mixing of the masala.
As part of the Vada 2.0 launch, iD Fresh Food has unveiled an exciting campaign titled “Your Vada, Your Way Da!” The campaign emphasizes iD’s innovative and customizable approach to vada preparation, empowering individuals to create vadas according to their personal taste.
The new packaging features a transparent section in the front, enabling consumers to verify the proper mixing of added masalas/condiments with the batter. With iD Squeeze and Fry Vada Batter 2.0, you can now personalize your favorite vadas by adding onions, pepper, ginger, or any other desired ingredients quickly and effortlessly. The product is currently available in Bangalore and will soon be introduced in other cities in the upcoming months.
The original squeeze-and-fry packaging design for vada batter, launched by the company in 2018 and featured as a Harvard Business School Case Study, aimed to identify and solve customer problems using common sense. With the 2.0 version, iD Fresh Food aims to enhance customer experience and usability. iD Squeeze and Fry Vada Batter 2.0 is initially available in Bengaluru and will be gradually introduced in other key markets across India.
PC Musthafa, CEO and Co-Founder of iD Fresh Food shared, “It took us three years and numerous failed attempts to develop the packaging for vada batter the first time. We had to blend the intricate art of traditional vada-making with the simplicity of modern technology to achieve the hole in the center of the vada. In the upgraded version, we have incorporated valuable customer feedback received over the years to deliver an improved product and a happier customer experience without compromising on health, taste, or convenience. At iD, we always listen to our customers, and we will continue to do so. I’m excited to witness the customer response to iD Squeeze and Fry Vada Batter 2.0.”
Founded in 2005, iD Fresh Food has been steadfast in its mission to produce and deliver a wide range of ready-to-cook, fresh Indian foods. The company takes pride in its unwavering commitment to using only natural ingredients, completely avoiding chemicals, preservatives, artificial colors, and flavors. With a perfect blend of innovation and tradition, iD Fresh Food has become a trusted brand, known for its delectable offerings and thoughtful food packaging solutions.
Rahul Gandhi, CMO of iD Fresh Food said, “At iD, we believe that innovation is not solely about cutting-edge technology or substantial investments; it’s about addressing customer needs in a responsive manner. Our customer-centric approach ensures that all our products align with the emotional quotient and lifestyles of consumers. iD Vada Batter, made with high-quality urad dal and rice flour, enhances the taste and healthiness of homemade vadas. Moreover, with the Vada 2.0, you can now customize these crispy, golden delights according to your preference. Our campaign ‘Your Vada, Your Way Da!’ perfectly embodies this philosophy, enabling individuals to create vadas according to their personal taste.”
iD Squeeze and Fry Vada Batter 2.0 offers a quick and convenient solution for satisfying your vada cravings, especially during the monsoon season. The freshly prepared batter allows you to make delicious and perfectly-shaped vadas at home, while the improved packaging ensures that the vadas are tailored to your liking.
Presently, iD Fresh Food caters to over 45 cities across India, UAE, US, and UK, reaching customers through a network of 30,000 retail stores. The brand offers an extensive selection of natural and nutritious products, including Idly and Dosa Batter, Ragi Idly and Dosa Batter, Rice Rava Idly Batter, Malabar Parota, Wheat Lachha Paratha, Homestyle Paratha, Wheat Chapati, Soft and Creamy Paneer, Creamy Thick Curd, “Squeeze and Fry” Vada Batter, as well as three customized blends of Instant Filter Coffee Liquid and Coffee Powder.
