58 |^ Progressive Grocer^ |^ Ahead of What’s Next^ |^ July 2019
Category Watch Snacks
Bringing unique snack options for consumers
Company and brand profi le:
Innovative Foods Limited (IFL),
since its inception in 1989, has been
a major player in the Indian food
processing industry. Operating under the
brand name Sumeru – it manufactures an d
markets a range of ready-to-eat veg,
non-veg and sea food products. It also
supplies customized products to leading
food service companies in India. Th e
brand’s core business includes imports,
exports, trading and manufacturing of
processed & frozen food.
Th e brand has a presence in all major
modern trade counters pan-India, covering
all tiers of cities and towns. While the
company’s manufacturing units are located
in Kerala, it has forayed into the Indian
ethnic export market with a presence in
the US, Canada and UK.
Product portfolio: Sumeru’s products in
the snacks category are frozen fries, rolls,
kebabs and other healthier meals. It has
been a pioneer in frozen parathas, which
have made the lives of consumers easy
and convenient. All products are ready to
heat and eat and are processed with the
latest IQF (Individual Quick Freezing)
technology.
Besides, it has brought more options
for consumers with its products like
breaded chicken strips, chicken pops,
chicken pops – peri peri, cheese infused
cheese corn nuggets and chicken cheese
nuggets. It also off ers a kebab range for
both veg and non-veg consumers (veg hara
bhara kebab, veg nawabi kebab, chicken
seekh kebab and mutton nawabi kebab).
Consumer segments and demographics:
Brand Sumeru is targeting mainly the
young mothers and working professionals.
It considers each and every household as
its TG and off ers a range of products for
diff erent generations of people in a family.
Recently, it has launched momos (both
veg and non-veg) globally.
Brand’s USP and diff erentiators:
Innovative Foods Limited is using the
most advanced IQF (Individual Quick
Freezing) technology to freeze products.
One of the biggest advantages that IQF
(also known as fl ash-freezing) off ers is
Many of our innovations in the
snacking range have been one
of a kind. Such examples include
Sumeru masala French fries
where the peri peri comes with
the peri peri powder sachet, an
add-on for consumers to enjoy
the fries better.- Mithun Appaiah
CEO, Innovative Foods Limited,
Brand Sumeru
that the food items stay separate even
after freezing. Th is is a plus point for the
consumers off ered by the brand. Simple
freezing leads to the formation of large
ice crystals in the cells of the product
/ produce, thereby leading to loss of
nutrients, texture and taste. However,
IQF technique deactivates enzymes and
prevents the formation of large ice crystals
in cells of the produce, thereby preserving
the taste, texture and nutrients in them.
Sumeru products bring “farm to table”
goodness to the consumer’s kitchen
by ensuring they remain as fresh and
nutritious as they were at the time
of the fi rst defrost. Its strict quality
measures ensure that food is frozen underhighly regulated and quality controlled
environment using technique that keeps
the packed food fresh and healthy till the
time you have it.Market outlook and opportunities:
Globally, the consumption of frozen foods
has risen steadily over the last decade.
Th e frozen food market is expected
to reach US$293.7 billion by 2019,
globally, at a CAGR of 3.9 percent. Th e
growth is driven by increasing numbers
of modern retail formats, especially in
newer economies, where the availability
of a greater variety of ready-to-eat meals,
pasta, seafood and exotic meats has
attracted consumers. However, frozen food
category is an INR 800 crore business in
the country. For Sumeru, 50%-60% of the
product range is the snacking range, which
includes both veg and non-veg.Retailing strategy: Th e brand’s current
retail strategy for MT is to have more
snacking range options for the consumers.
To understand the demands of consumers,
it has introduced sampling in the stores.
Besides, it conducts several promotions
and off ers in stores to attract and retain
consumers. Trade discounts are also a part
of the strategy as well as cross-category
promotions, which are carried out as and
when needed to create more demand for
the brand.
For General Trade, the brand is
focusing on product availability and
making its products more visible. GT is
more successful with powerful execution
and visibility of the products.Future plans and roadmap ahead: Going
ahead, Sumeru will keep launching more
products in various categories and make
available more unique options for the
snacking category. Th e brand’s expansion
l includes getting revenues of
at least Rs 2.5 billion in the
domestic market by 2021.snackingcateg
plans