iD Fresh Food, the leading and pioneering brand in fresh food in India, has introduced the all-new iD Instant filter coffee liquid bottle. This innovative product empowers consumers to craft their ideal cup of coffee effortlessly, tailored to their personal taste. With the ability to adjust the precise amount of liquid needed, individuals can now enjoy a delightful coffee-making experience with ease, no matter where they are.
Upon squeezing, the uniquely designed pour-to-perfection bottle, resembling a traditional cup and dabara (a filter coffee tumbler), effortlessly releases the decoction according to individual preferences. Whether one desires a bold or mellow flavor, this innovative bottle enables them to swiftly concoct the ideal cup of filter coffee, achieving perfection in an instant!
Renowned for their inventive approach, iD’s latest entry into the coffee realm is set to revolutionize a sector that has experienced limited innovation. Within the coffee segment, iD’s diverse portfolio is assuming the role of a pioneering force, boasting an impressive 85% market share (as cited from an independent online study). This launch is poised to inject significant momentum into a field that has previously seen minimal transformation.
During the initial stage, the company intends to introduce the product to 10,000 stores within Bengaluru, Hyderabad, Chennai, Mumbai, and Pune markets. Subsequently, expansion into other markets will occur progressively. The product is currently accessible through General Trade and E-commerce/Quick Commerce channels.
Speaking about the company’s latest product innovation, PC Musthafa, Chief Executive Officer and Co-Founder of iD Fresh Food, said, “From the time iD Fresh created the filter coffee decoction category in 2018 – with the launch of two customised blends of iD Instant Filter Coffee Liquid (bold & strong) – we have been receiving encouraging feedback from our customers. Particularly those who understand and appreciate the fact that filter coffee decoction — a mix of boiled water and ground coffee powder — is very different from instant coffee powder. With the iD Coffee Pour-to-Perfection liquid Bottle, we have attempted to find an innovative solution to the common challenge of measuring and pouring out the exact quantity of coffee decoction, based on one’s personal preferences. Brewing your perfect filter coffee, every single time, has never been this easy!”
Crafted with precision, the iD Instant Filter Coffee liquid Bottle combines 80% coffee and 20% chicory in a meticulous blend. This composition ensures a harmonious and balanced flavor, accompanied by a delightful aftertaste and captivating aroma. Notably, the product contains no additional preservatives, colors, or sugar, maintaining its natural essence.
Rahul Gandhi, Chief Marketing Officer, iD Fresh Food, said, “Some people like their coffee really strong, some prefer just right, and others light. The Pour to perfection coffee bottle yet again delivers on solving consumer latent need and allows consumers to make their perfect cup of coffee. iD Instant Filter Coffee liquid addresses this pain point effectively with a novel squeeze-and-pour coffee bottle, which easily calibrates the exact quantity of the decoction to make that extraordinary cup of coffee, just the way you love it!”
Since its establishment in 2005, iD Fresh has remained a pioneer in innovating the consumption of fresh home-cooked food. In 2018, the company took a significant step by introducing the filter coffee decoction (liquid) category with the introduction of three distinct products. This was further followed by the unveiling of the iD Instant Coffee Breakfast Blend in 2022, solidifying their commitment to innovation and catering to diverse preferences.
Presently, the company serves a wide range of more than 45 cities, spanning across 30,000 retail outlets in countries including India, UAE, US, Canada, UK, Australia, EU, and Singapore. The brand’s comprehensive selection of natural and health-conscious products includes items such as Idly and Dosa Batter, Ragi Idly and Dosa Batter, Rice Rava Idly Batter, Malabar Parota, Wheat Parota, Wheat Chapati, Natural Paneer, Natural Thick Curd, ‘Squeeze and Fry’ Vada Batter, Smart Sip Tender Coconut, Grated Coconut in a Coconut, tailor-made blends of Instant Filter Coffee Liquid, and the iD Instant Coffee Breakfast Blend.
In the preceding year, iD Fresh secured INR 507 crore through a Series D funding round, marking one of the most substantial transactions within the food startup domain. The funding endeavor was spearheaded by NewQuest Capital Partners, a worldwide private equity company concentrating on the Asia-Pacific zone, in collaboration with existing investor Premji Invest.
The iD Coffee Decoction Bottle (250 ml) comes with a price tag of INR 199 and will be conveniently accessible on prominent eCommerce platforms as well as conventional retail establishments.
