iD Fresh Food recently introduced the Twist and Spread Butterstick, a novel product aimed at streamlining the butter-spreading process for a cleaner and more storage-friendly experience. This innovative item is now available in all major markets and is priced at INR 69 for a 50-gram pack.
Taking inspiration from the design of a glue stick, this product is shaped for rapid softening at room temperature and is refillable. As iD Fresh’s product range continues to grow steadily, the company aims to achieve a revenue target of INR 700 crore in the fiscal year 2023-2024.
“We have always taken our consumer feedback seriously, and based on that, we were keen to try something new for the Indian market. The new product is a labour of love, and I’m excited to see how our consumers respond to it,” said PC Musthafa, CEO and Co-Founder of iD Fresh Food.
Last year, it successfully raised INR 507 crore in its Series D funding round. This significant investment was led by NewQuest Capital Partners, a global private equity firm with a specific focus on the Asia-Pacific region, in conjunction with the company’s existing investor, Premji Invest. As for its market presence, the company serves over 45 cities through a robust network of 30,000 retail stores across India, the UAE, and the US.
The Bengaluru-based brand offers a wide-ranging selection of products, including Idly and Dosa Batter, Rice Rava Idly Batter, Malabar Parota, Wheat Parota, Sandwich White Bread, Wheat Bread, Home Style Wheat Paratha, Wheat Chapati, Soft and Creamy Paneer, Creamy Thick Curd, ‘Squeeze and Fry’ Vada Batter, along with customized blends of Instant Filter Coffee Liquid and Instant Coffee Powder.
