iD Fresh Food launches preservative-free pancake batter

iD Fresh Food, India’s most loved fresh food brand, has announced the launch of its latest innovation — iD Pancake Batter, a ready-to-cook, fresh, zero-preservative batter that brings the joy of soft, fluffy pancakes straight to Indian breakfast tables. Designed especially for families and kids, this launch marks iD’s entry into the global breakfast space while staying rooted in its clean-label, preservative-free philosophy.

Unlike conventional pancake mixes that come in powder form and rely on preservatives, iD’s Pancake Batter is made fresh — just like homemade batter. The smooth, pourable texture ensures quick and effortless cooking, making breakfast preparation simple, interactive, and fun. The batter is eggless, free from artificial flavours, and made with real ingredients, aligning with iD’s commitment to authenticity and health.

iD’s deep understanding of local consumer behavior has driven product innovations. For instance, the everyday struggle parents face in balancing health, taste, and convenience led to the creation of iD’s pancake batter—marking the brand’s foray into child-focused innovation. It’s a step toward making clean, kid-friendly breakfasts easier than ever for busy households.

Speaking on the launch, Rajat Diwakar, Chief Executive Officer (India), iD Fresh Food, said,“With iD Pancake Batter, we are extending our commitment to purity and freshness into a breakfast category that has largely relied on dry mixes. As consumer lifestyles evolve, there is a growing demand for products that offer both convenience and credibility and food that is quick to prepare yet uncompromising in quality. This launch is a strategic step in reimagining everyday meals for Indian households, while staying true to iD’s promise of clean-label, preservative-free food.”

The iD Pancake Batter will first be available on quick-commerce platforms across Bengaluru, Delhi NCR, Pune, and Maharashtra, followed by a phased rollout across modern trade and key retail outlets nationwide.

Adding on the product development journey, Enakshi Dasgupta, Head of New Product Development at iD Fresh Food, shared, “The idea for iD Pancake Batter was born during our ‘Transparency’ campaign, when children shared their love for experimenting in the kitchen — even asking us to make pancake batters! We wanted to create something that sparks creativity and bonding between parents and kids. The result is a truly fresh-format, eggless, pancake batter made with clean-label, premium ingredients. Designed to deliver the soft, fluffy texture and delicious flavour of homemade pancakes, it brings global breakfast appeal with the simplicity Indian families love — a product that’s clean, nutritious, and joyfully convenient.”

With this launch, iD aims to own the “fresh breakfast” space within the larger pancake category, offering consumers a clean-label alternative to conventional mixes. The move also reinforces iD’s long-term vision of becoming a global benchmark for wholesome, preservative-free foods, blending tradition, innovation, and trust.

The product is available in two variants — Classic Pancake Batter and Choco Pancake Batter, priced at ₹75 and ₹120 respectively for a 300g pouch, with a shelf life of 5 days when refrigerated. iD Fresh’s pancake batter is a fun, kid-friendly product that makes breakfast interactive, wholesome, and effortlessly easy.