WayCool’s BrandsNext forays into the Indian bread category with the launch of Freshey’s Parota and Chapati

The strategic move comes in line with the company’s plans to strengthen its RTC portfolio
WayCool’s BrandsNext forays into the Indian bread category with the launch of Freshey’s Parota and Chapati
Photo - Freshey’s

Freshey’s, the ready-to-cook (RTC) brand from the house of BrandsNext, WayCool’s fastest growing FMCG entity, announced its foray into the Indian Bread category with the launch of Malabar Parota and Whole Wheat Chapati. With this strategic move BrandsNext aims to strengthen its RTC portfolio, making meal fun and convenient, while providing an array of choices for consumers to select from.

After its success in the batter, value-added dairy and bread segments, the new line of products under the fresh range aspires to cater to the evolving culinary preferences of consumers by providing a restaurant-like experience at home. Set to expand its foothold in the growing functional market sector, the brand-new products bring in aspects of convenience without compromising on quality and taste.

Commenting on the occasion, BP Ravindran, chief executive officer, BrandsNext said, “As consumers embrace convenience and seek respite from the everyday hustle, the RTE/ RTC sector is witnessing a massive growth at 16%. These trends underscore a profound shift towards accessible and delectable dining experiences, reflecting the evolving tastes and preferences of our society. At Freshey's, we are at the forefront of this transition, redefining the way people enjoy quick and delicious meals. With the launch of Parota and Chapati , we aim to address the specific needs of our customers, who seek viable options with restaurant-like taste and quality. For consumers who are looking for a quick and easy meal or a delicious and convenient quick bite, Freshey’s Chapati and Parotta are the perfect choice. We believe that with this milestone, we would be able to fortify our presence in the RTC category even further.”

Under the product strategy "Restaurant like Fun, Fresh at Home," Freshey’s Malabar Parota boasts an irresistible flakiness and distinct layers that mirrors the best restaurants. In addition, the Whole Wheat Chapati, offers long-lasting softness that complements any meal of the day as it is made from the finest Chakki Fresh Atta. Each Chapati and Parota pack is rich in fibre, and a great source of protein owing to natural ingredients like soy flour. The products are available in SKUs of 400g and 550g across 2000+ retail outlets in Chennai.

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