WayCool Foods’ Ready-To-Cook Brand Freshey’s Strengthens its Value- Added Dairy Portfolio
Chennai, July 13th, 2022: In a move to cater to varied consumer demands, Freshey’s, the ready-to-cook (RTC) brand from the house of WayCool Foods today announced the launch of Freshey’s Paneer. This is a new addition to its robust value-added dairy products portfolio. Launching its first product – Paneer, under this category, the brand aims to further strengthen its foothold in the dairy industry and to triple its revenue from dairy in this fiscal year. Freshey’s started its journey in the RTC market with the launch of batters and has gradually expanded its offerings with a fine selection of accompaniments, kitchen ingredients to dairy products like ghee and curd.
Commenting on the occasion, BP Ravindran, Chief Business Officer – CPG, WayCool Foods said “We are delighted to be expanding the value-added products segment with the launch of Freshey’s paneer. The Indian Dairy industry is set to grow at a CAGR of 14-15% and we are confident that Freshey’s, as a brand will also grow at 3X with the addition of this new category. The rapid growth of the dairy segment in India is expected to be fueled by the demand for value-added products and we are happy to be bringing the Freshey’s and WayCool differentiation into the category. We are confident that our products will be loved by consumers from day one.”
With the recent expansion, Freshey’s dairy portfolio comprises products like Milk, Curd and now with addition of Paneer, the brand will add rich proteins to consumers’ daily meals. The recent Covid-19 pandemic had also spurred a rise in demand for easy-to-cook protein sources in the country, especially in the South Indian states, where cottage cheese was not until long considered a staple food. Backed by robust R&D and innovation-led product trials, the brand has developed rich, soft and enriching milk products with unadulterated quality and nutritive products. Freshey’s strives to place convenience first, with its gamut of kitchen ingredients like Wonder Idli/Dosa Batter (Super Saver pack), Idli Podi, Appalam and seedless pre-cut Tamarind.
Freshey’s products use the finest raw materials and focus on purity, quality, nutrition, and taste. The newly launched Freshey’s Paneer will be available in 200gm variant across all retail outlets and select quick-commerce platforms in Chennai.