iD Fresh Food marks its entry into the bread category with clean label & affordable bread range

The company introduces iD Sandwich White Bread and iD Wheat Sliced Bread free of acidity regulators, flour treatment agents, antioxidants, emulsifiers, or class II preservatives
iD Fresh Food marks its entry into the bread category with clean label & affordable bread range

iD Fresh Food bread range

Photo - iD Fresh Food

iD Fresh Food, India's largest fresh food brand, announced its much-awaited iD Bread. With India's first affordable clean label bread, iD continues to strengthen its presence in India's growing health food market. Starting with Bengaluru, the brand-new products in the category are – iD Sandwich White Bread and iD Wheat Sliced Bread that promises to be free of acidity regulators, flour treatment agents, antioxidants, emulsifiers or class II preservatives.

As a customer-centric brand that has been super responsive to customers' evolving needs, without compromising on the health, taste or convenience factors. iD bread, priced at Rs 50 and Rs 55 (for 400 gm), comes with a five to six days shelf life. iD bread's USP is not just that its free of chemicals and fertilizers but will also come in a size that is larger than what is already available on the market

Speaking about iD's decision to venture into this new product category, PC Musthafa, chief executive officer and co-founder of iD Fresh Food, said, "At iD, our focus has always been on delivering healthy and fresh foods to our consumers. We listen keenly to our customers so that we can cater to their evolving needs. iD Bread has been a result of the same process. We have used traditional techniques, starting from specially ground flour, all-natural fermentation, traditionally baked, no chemicals or additives. These are the biggest differentiators when compared to any other similar products in the market. Rest assured when we say there are absolutely no synthetic chemicals in the mix. iD Bread is made the way bread should be made - traditionally and with much love".

Rahul Gandhi, chief marketing officer, iD Fresh Food, said, "Bread has been a staple food throughout recorded history in many parts of the world. However, not all bread are made equal. As a brand whose USP is fresh and healthy foods, iD promises the finest bread, without any artificial preservatives, flavors or colors, unlike other alternatives available in the market today. The process of coming out with an all-natural bread took us two years, and we finally cracked the code and now we are ready to offer a healthier and tastier choice to our consumers."

Given that iD owns its entire supply chain, the company can be agile in meeting changing consumer demands while exercising strict quality control and faster speed to market. Their customer-centric approach to innovation has helped ensure that all products are aligned with consumers' emotional quotient and lifestyles.

Since its inception in 2005, iD has used common sense to be at the forefront of innovation to revolutionize the way customers consume fresh food at home. Currently, iD caters to over 45 cities across 30,000 retail stores in India, UAE and US. The Bengaluru-based brand's extensive natural and organic product range includes 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 and three customized blends of Instant Filter Coffee Liquid.

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