iD Fresh Food ventures into breakfast with clean-label pancake batter launch
The batter is crafted with simple, wholesome ingredients, including refined wheat flour, whey protein concentrate, sunflower oil, milk, butter, and baking powder.
INDIA – iD Fresh Food, renowned for its preservative-free idli and dosa batters, has boldly entered the breakfast category with the launch of iD Pancake Batter.
This ready-to-cook innovation targets busy Indian families seeking quick, authentic pancakes without artificial additives, expanding the Bengaluru-based company’s portfolio beyond traditional South Indian staples.
The batter comes in two variants: Classic (300g) and Choco (300g), both eggless, made with real ingredients, and boasting a five-day refrigerated shelf life.
Unlike dry mixes dominant in the market, iD’s fresh formulation promises fluffy textures in minutes; just pour, flip, and serve, aligning with the brand’s “clean-label” ethos of zero preservatives or artificial flavors.
According to the company, the batter is crafted with simple, wholesome ingredients, including refined wheat flour, whey protein concentrate, sunflower oil, milk, butter, and baking powder.
It’s protein-rich and kid-friendly, ideal for global breakfast twists on Indian tables.
Initially available on quick-commerce platforms like Blinkit and Zepto in Bengaluru, Delhi NCR, Pune, and Maharashtra, the product aims to expand nationwide soon.
This omnichannel push leverages iD’s D2C strengths amid India’s booming breakfast market, where urban consumers prioritize health and convenience.
Rajat Diwakar, CEO (India) of iD Fresh Food, emphasized extending purity to breakfast: “We’re blending modern ease with trustworthiness.”
The launch comes at a time when Indian households are increasingly embracing ready-to-cook convenience foods, driven by busy lifestyles and a growing preference for healthier, preservative-free alternatives.
The brand, a pioneer in fresh foods since its idli-dosa success, now challenges dry mix giants by emphasizing transparency, born from family feedback via its campaigns.
With India’s QSR and home-cooking sectors surging, this launch positions iD as a versatile player in the US$10 billion-plus organized food market.
Industry analysts see potential for further innovation, such as additional flavors, which would support iD’s goal to fuse tradition with global trends.
Early adopters praise its taste and simplicity, signaling strong uptake in family-oriented households.
The pancake batter not only broadens the brand’s portfolio but also underscores its commitment to innovation, convenience, and health-conscious living.
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