INDIA – iD Fresh Food, one of India’s most beloved fresh food brands, has announced its entry into the ready-to-heat market with the introduction of instant and authentic homestyle Sambar.
Sambar is a lentil-based vegetable stew made with pigeon pea and tamarind broth, essentially a spiced curry stew that originates from South Indian cuisine but is also popular in other parts of India.
This new product aims to enhance their convenient breakfast portfolio, catering to modern consumers who seek both convenience and the authentic taste of home-cooked meals.
According to the company, the Fresh Sambar is poised to revolutionize breakfast tables, capitalizing on the rapidly growing ready-to-heat market, which is projected to reach USD 1.29 billion by 2025, growing at a CAGR of 13.41% through 2029.
The increasing number of nuclear households and double-income families is driving the demand for high-quality, hassle-free meals. iD Fresh addresses this need by combining traditional flavors with innovative food technology.
“At iD Fresh, we constantly strive to provide fresh, wholesome, and convenient food solutions to Indian consumers. Our Ready-to-Heat Fresh Sambar is designed to enhance the breakfast experience, making it easier than ever to enjoy a delicious, homemade-style meal without the lengthy preparation time. We are confident that this launch will redefine how consumers enjoy Sambar at home,” said Rajat Diwaker, CEO of iD Fresh Food, during the launch.
iD’s Fresh Sambar utilizes advanced thermisation technology for heat treatment and contains no preservatives or additives.
Made with 11 premium ingredients and whole vegetables, it delivers rich, natural flavors reminiscent of homemade meals. Ready in just minutes, it offers a clean, fresh, and nutritious option for busy households.
This new offering pairs perfectly with iD’s popular Idly & Dosa Batter, Parotas, and Chutneys, making breakfast a complete and enjoyable experience.
“Our mission has always been to create products that uphold the highest standards of freshness and quality. We have carefully sourced ingredients and perfected our recipe to bring consumers a truly homestyle Sambar that is convenient, authentic, and nourishing,” emphasized Enakshi Dasgupta, Head of New Product Development at iD Fresh Food.
The Ready-to-Heat Fresh Sambar will be available on all e-commerce platforms in Bangalore, Chennai, Hyderabad, Mumbai, Pune, and Delhi. A general trade launch is scheduled for mid-March in Bangalore, Mumbai, and Pune.
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