MTR Foods transforms breakfast in India with 3 Minute Breakfast range
Makes hot, Indian breakfast possible even on rushed weekday mornings
April 20, 2017: MTR Foods Private Limited, the leader in Indian Breakfast in India has launched a first-of-its-kind breakfast range called MTR 3 Minute Breakfast. The newly launched range consists of popular Indian breakfasts from across the country like Poha, Upma, Oats and Halwa and cooks in just 3 minutes by just adding hot water.
Backed by the insight that breakfast is the most rushed meal occasion and also the most skipped meal, this unique and delicious range of six products is available in three different packaging formats for various consumption occasions, at-home or on-the-go. With this range MTR has made Indian breakfast in a convenient and quick pour-and-eat formulation, very similar to breakfast cereal!
MTR has always been at the forefront of packaged foods industry by identifying latent needs and quickly innovating to launch relevant products. From Rava Idli Mix to Multigrain Mixes and the latest Veggie Range, MTR has successfully married cutting-edge technology with an inherent understanding of the consumer insights, delivering lip smacking delicious food. The 3 Minute Breakfast range is a result of reams of studies and observation, wherein it clearly showed the importance of eating breakfast. However, hectic lifestyles and increasing time-poverty have led to an increasing trend of youth skipping this meal altogether. Yet, if the time dimension and cooking-knowledge are taken out of the equation, the Indian consumer is sure to choose an Indian breakfast to a western one.
On the launch, Sanjay Sharma, CEO, MTR Foods said, “The organized breakfast market in India is driven by a need for convenience with consumers sometimes compromising on what they would like to eat for quicker options. Most Indians at a breakfast buffet choose Indian food with similar behaviour being observed in college canteens and train stations. Yet, the same people, when they are at home and in a hurry on a weekday morning choose a bowl of cereal and milk just because it’s quicker and more convenient than Indian breakfast. The MTR 3 Minute Breakfast will now give Indians easy access to a hot, comforting range of Indian breakfast dishes in just 3 minutes.”
Sunay Bhasin, CMO, MTR Foods added, “Breakfast has been one of the most successful categories in MTR. We have always enjoyed significant leadership position across the country, currently with a market share of 36% in our core markets. The MTR 3 Minute Breakfast range with its new and attractive packaging, three packaging formats to suit different consumption occasions and the MTR promise of delighting the consumer with great taste and convenience will revolutionize the breakfast category in India. With this new range we are confident that consumers will not only choose an Indian breakfast but also not skip the most important meal of the day, every day.”
The MTR 3 Minute Breakfast variants are available in six variants of Poha, Khatta Meetha Poha, Vegetable Upma, Magic Masala Upma, Oats Homestyle Masala and Kesari Halwa at Rs 20 for the single-use pack for 60 gms, Rs 45 for the Cup variant and Rs 80-85 for the multiple-use box of 230 gms.
The 3-min breakfast launch is accompanied by a 360 degree marketing communication plan including a new TVC, digital promotions, OOH and in-store sampling.
About MTR Foods Pvt. Ltd.
With a 90 year old history of serving authentic Indian Food to Indians, MTR Foods stands tall as an Indian heritage brand. A popular household name today, MTR Foods is synonymous with delicious Indian food in an easy-to-use packaged format.
With a diverse portfolio including breakfast, lunch and dinner, snacks and desserts that cover every meal occasion, MTR Foods unifies India tastefully – making the homemaker the ‘hero’. Blending authentic Indian flavors in modern formats, MTR Foods keeps abreast with the evolving tastes of India. Culinary secrets that have been protected and handed down over the generations are evolved into truly authentic recipes from their region of origin and packaged in innovative and convenient formats.
The journey to being India’s premier, processed food company has been marked by a constant focus on innovation and the adoption of new technology. However, every MTR Foods product always embodies the tradition of unmatched taste and quality. The MTR Foods of today is your friend in the kitchen and promises to help you serve the authentic taste of India to your family.
MTR Foods adheres to the most stringent quality standards, from sourcing ingredients to processing and packing. We are ISO 22000 and HACCP certified.
MTR Foods Pvt. Ltd. is a subsidiary of Norwegian conglomerate Orkla (www.orkla.com).
Visit www.dishcovery.in for recipes of authentic vegetarian cuisine from across India.