BWI: MTR Foods Pvt. Ltd. Launches Indian Breakfast Mixes with Oats and Multigrains – A Healthy Way to Start your Day

Press release from Business Wire India
Source: MTR Foods Pvt. Ltd.
Friday, November 02, 2012 05:50 PM IST (12:20 PM GMT)
Editors: General: Consumer interest, Food & drink, Lifestyle, People; Business: Business services; Healthcare
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MTR Foods Pvt. Ltd. Launches Indian Breakfast Mixes with Oats and Multigrains - A Healthy Way to Start your Day


New Delhi, Delhi, India, Friday, November 02, 2012 -- (Business Wire India) -- -- MTR launches four Multigrains Breakfast Mixes that complement consumers' lifestyle of today - Multigrain Dosa, Oats Idli, Ragi Dosa& RagiRavaIdli.

-- MTR comes up with its healthy breakfast options with a perfect blend of taste and health

MTR Foods Pvt. Ltd, a trusted name with 85 years of heritage in authentic Indian vegetarian food and a leader in the breakfast mixes segment with 31.6% market share announces the introduction of MTR Multigrain Breakfast Mixes, a delicious new range of breakfast mixes, which blends the goodness of grains like Oats, Ragi, Jowar, etc in India's most loved foods, Idli and Dosa. The new range consists of four new products; Multigrain Dosa, Oats Idli, Rava Ragi Idli and Ragi Dosa.

MTR has always been an innovator in the Indian breakfast space with products like Rava Idli. MTR has raised the bar again by launching this new range of innovative products. This launch a first of its kind is based on an important consumer insight; housewives told MTR that they are always looking to improve the nutrition of their family's breakfast and while there are many western healthy breakfast options available, there is nothing in foods familiar to her. While there are attempts to try and add new grains like Oats to traditional foods she is never really sure of how to do it. With this launch MTR provides the perfect bridge between the traditional and the new age foods.

Mr. Sanjay Sharma Chief Executive Officer, MTR Foods Private Limited stated "There is a trend emerging in India of consumers moving towards new age grains like Oats, Jawar, etc. These new age grains (like Oats) available to consumers are alien to them and thus consumers are unable to use them in traditional foods. We are the first movers in the Indian breakfast space by introducing a range of Indian breakfast products which blend the goodness of healthy grains like Oats in them. MTR has come up with the perfect blend so consumers don't have to worry how to use these grains.'

The innovative new range of Multigrain breakfast mixes were rigorously tested with the consumer across key cities to arrive at products that are a perfect balance between health and taste without any compromise on convenience as these products can be prepared in just 12-15 minutes.

Commenting on the launch Mr. Vikran Sabherwal, Vice-President, Marketing, MTRFoods said: "With the launch of Multigrain breakfast mixes we have yet again reinforce MTR's image of being an innovator in the Indian food space and a leader in the Indian breakfast space. We believe that these products satisfy an important consumer need of providing healthier breakfast options in familiar foods. This important national launch for MTR is being backed by an aggressive marketing campaign."

The four products - Multigrain Dosa, Oats Idli, Ragi Dosa & Ragi Rava Idli will be available at all leading stores across India at Rs. 40 for the 200g and Rs. 80 for the 500g convenient to use packs.

About MTR Foods Pvt. Ltd.:

MTR Foods Pvt. Ltd., a trusted name with over 85 years of heritage, is an epitome of authentic Indian vegetarian meals bringing joy to every household. Being pioneers in the food processing industry, MTR Foods are the guardians of culinary secrets that have been protected and handed down over generations. Our food is based on true genuine recipes from their region of origin.

With a diverse portfolio, MTR Foods unifies India tastefully - making the homemaker the 'hero'; bringing a smile to everyone's face with a wide range for the consumer. Blending authentic Indian flavours in modern formats, MTR Foods keeps abreast with the evolving tastes of India. The journey to being India's premier, processed food company has been marked by innovation and the adoption of new technology.

MTR serves consumers not only in India but also exports a wide range of packaged foods to global markets that include USA, UK, Australia, New Zealand, Malaysia, Singapore, UAE, Japan and Oman.

Every MTR product will always personify the tradition of unmatched taste, purity and quality. Majority of the products are 100% natural, have no preservatives and use only the finest, most reliable ingredients.



CONTACT DETAILS
Abhishek Puri, IPAN Hill+Knowlton Strategies, +91 9810204659, Abhishek.puri@hkstrategies.com
Sabaa Shyamlee, IPAN Hill+Knowlton Strategies, +91 9811325366, Sabaa.shyamlee@hkstrategies.com

KEYWORDS
CONSUMER, FOOD, LIFESTYLE, PEOPLE, BUSINESS SERVICES, HEALTHCARE

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