54 |^ Progressive Grocer^ |^ Ahead of What’s Next^ |^ July 2019
Category Watch Snacks
Bringing traditional foods with a
modern twist for consumers
We are continuously working
to develop and provide
nutrition, health and
wellness category products
and are committed to the
achievement of success
with integrity, honesty and
fairness.- Sakshi Maheshwari
Brand Manager, Fespro Foods
Company and brand profi le:
Fespro Foods is a vibrant and
diverse company providing high
quality and safe products under brand
name Fespro. Th e brand aims to conserve
traditional values and operates in key
consumer food categories – pasta, culinary
cooking pastes, and nutritional bars.
Th e company is guided by the
principles of mutual trust and
transparency and has a team of food
technologists and food professionals to
take care of the product development,
improvement in existing product range
and maintaining quality standards.
Consumer segments and demographics:
Fespro is targeting working people in the
18-45 age group, including housewives,
school and college students.
Brand’s USP and diff erentiators: Fespro
Foods aims to conserve the traditional
values but with a twist. Th e major
motivation for the brand that drives
all its product development activities is
to convert traditional ingredients into
contemporary products. Fespro tries to
make changes in the products according
to the evolving tastes of the consumers.
Th e brand modernizes traditional
ingredients while maintaining its
authenticity and keeping its essential
values intact.
instant oats in masala, veggie and tomato
fl avors along with instant tea (ginger,
cardamom & masala) and insta poha. In
the pasta category, it has introduced pasta
made from superfoods like ragi, quinoa,
7-millets and whole wheat.Market outlook and opportunities:
Consumers today are more inclined
towards convenience food. Pasta is
considered a convenience food as
it requires less cooking eff ort. Th is
particular factor supports the growth of
this category. Globally, the market value
for pasta was estimated at 11 billion
USD in 2017. In the Indian context, the
pasta category was valued at 286 million
USD in 2017 and is expected to reach
709 million USD by 2023, growing at a
CAGR of about 16.8%, annually from
2018-2023.
Fespro products sell at a very attractive
price band – the retail prices are designed
in such a manner that even the middle
class / upper middle class segment of
consumer can impulse buy and try the
products. Th e Fespro brand clocked sales
of INR 6 crore in FY 18-19.Retailing strategy: Fespro’s major
contribution comes from Modern Trade,
which is roughly 80% of its overall sales.
Th e share from General Trade accounts
for the rest 20%. Initially, the brand’s
journey started with product placement
in leading Modern Trade outlets.
Currently, its products are available in
800+ outlets across the country.Future plans and roadmap ahead: Th e
brand aims to grow its turnover and is
planning to reach INR 700-900 lakh this
fi scal. India has 5,000 plus Modern Trade
outlets and so the brand’s gameplan is
to place its products in as many of these
Modern Trade outlets as possible. Th is
will help in increasing its reach to cus-
tomers and consumers. At the same time,
it is also steadily adding up its count of
General Trade outlets as well and has
started operations in a few cities in the
General Trade channel.Trends in the category: A lot of
innovation and disruption is happening
in the snacks category. Brands and
companies are off ering convenient and
‘ready-to-eat’ products. Th ere is a boom in
the ‘savory oats’ segment. Indians are more
likely to have a hot breakfast and that
makes them feel satiated.
Th e brand has recently launched its
‘insta’ range of products, which consists
of Omega (3-6-9) (veg source) enriched