Bengaluru: On the occasion of World Idli Day, iD Fresh Food, India’s largest and most innovative fresh food brand, launched its latest TransparenSee campaign with a bold new packaging that reinforces its ongoing commitment to transparency and authenticity. This limited-edition packaging will be available for an exclusive two-week period and features a clean, minimalist design that highlights key messages like No Soda, No Preservatives, and Untouched by Hand, ensuring consumers can easily recognize iD’s commitment to fresh and natural food.
As part of the TransparenSee initiative, iD Fresh has consistently opened its doors to consumers, providing an inside look into its production processes. In previous years, the company live-streamed its factory operations and invited grandmothers to personally audit the production process, reinforcing trust in its commitment to quality and authenticity.
This year, iD Fresh took its transparency mission even further by inviting school children to audit its factory. These young, inquisitive minds were given the opportunity to inspect the production process firsthand, ask challenging questions, and engage in thought-provoking discussions with company leadership. Their curiosity and insightful queries reaffirmed iD’s dedication to complete openness and quality assurance.
Going beyond just a visual refresh, iD’s new packaging features a scannable code that links to a video showcasing the brand’s state-of-the-art factory. This initiative enables consumers to see exactly how their food is made, reinforcing the brand’s philosophy of clean-label, preservative-free products.
The campaign is set to make waves across social media and print media, sparking discussions about food transparency. A special video will document the children’s factory tour, capturing their curiosity, their interactions with company executives, and their reactions to seeing how fresh, chemical-free food is made.
Commenting on the bold new packaging, Gaurav Kwatra, CMO, iD Fresh, said, “Today’s consumers are more discerning than ever, actively seeking transparency and authenticity in the food they consume. With this bold new packaging, we are not only declaring our commitment to clean, preservative-free food—we are also demonstrating it. By offering consumers a direct view into our production process, we aim to deepen trust and reaffirm iD’s promise of delivering only the freshest and most authentic food.”
First launched on World Idli Day 2021, the TransparenSee campaign was conceived to spread awareness about clean, fresh, and preservative-free food while advocating for transparent packaging across the fresh food sector. The initiative showcases iD Fresh’s fully automated, 80,000 sq. ft. Giant Home Kitchen in Anekal, Karnataka, where innovation meets tradition to create natural and wholesome food.
Engaging the Changemakers of Tomorrow
This year, PC Musthafa, CEO & Co-founder of iD Fresh, along with GLN Murthy, Chief Manufacturing Officer, invited over 50 school students—the next generation of changemakers—to tour the factory and engage in a Q&A session on clean labels and preservative-free food. The children’s keen observations and tough questions challenged the team to think differently, making this the most rigorous audit they have ever faced.
PC Musthafa shared his thoughts on the initiative, saying, “We were truly excited to host the changemakers of tomorrow—curious and insightful school students—at our factory this year as part of the TransparenSee campaign. These young minds are the real beacons of change, and it was refreshing to see their genuine interest in understanding how packaged food can be preservative-free. It turned out to be the toughest audit we’ve ever faced! Their thought-provoking questions during the Q&A session reflected a deep curiosity about clean eating and honest labeling. We also took this opportunity to educate them about the importance of reading labels and making informed choices about the food they consume. At iD, we see it as our responsibility to provide transparent, honest, and clean-labeled food to consumers. This new bold packaging is a step further in reinforcing that commitment, making it easier for consumers to understand what they’re eating and how it’s made.”
iD Fresh’s biggest USP is its 100% natural, homemade-style preparation, free from chemicals, preservatives, artificial colors, or flavors. By integrating modern technology with traditional recipes, the brand ensures a world-class, hygienic, and sustainable food production process. With the TransparenSee campaign, iD Fresh continues to champion a new era of food transparency and consumer trust.
