iD Fresh Food has launched iD Twist and spread Butterstick, a 50 grams SKU that is meant to make spreading butter simpler and non-messy. Priced at Rs.69m, is also easier to store and carry, according to the company. The product has been launched in all major metros and is available through the e-commerce and quick commerce channels.
Inspired by the glue stick design, iD Twist and spread Butterstick is preservative-free and the company claims that it softens quickly at room temperature. Once it is over, one can also refill the pack.
PC Musthafa, CEO and Co-founder of iD Fresh Food, said, “iD Fresh has always been at the forefront of innovation. Time and again we have come out with some great products to help ease out our daily food requirements. Our vada packet or the very recent pour-to-perfection coffee liquid bottle has been highly appreciated and accepted by the consumers at large. Now with Twist & Spread Butterstick, we want to make spreading butter easy. With a unique design, similar to that of a glue stick, consumers no longer have to worry about the butter being too hard or difficult to scrape with a butter knife. Rather with just a twist you’ll have your butter at room temperature and ready to spread. We have always taken our consumer feedback very seriously and based on that we were very keen to try something new for the Indian market. iD Twist and spread Butterstick is a labour of love and I’m excited to see how our consumers respond to it!”
iD Fresh is targeting a revenue of Rs. 700 crore in FY 23-24.
Rahul Gandhi, Chief Marketing Officer, iD Fresh Food, said, “Butter is a kitchen staple, yet there are several consumer pain points that have been ignored for long. iD Butterstick seeks to address these everyday issues in an innovative manner. You can now effortlessly spread butter on toast without the fear of disintegrating the bread, or having to heat the butter knife to slice the butter. iD Butterstick ensures optimal butter spreading, without creating any mess. What’s more, it’s easy to store and is travel-friendly.”
iD caters to over 45 cites, across 30,000 retail stores in India, UAE and the US.
The Bengaluru-based brand’s extensive natural and organic product range currently comprises idly and dosa batter, rice rava idly batter, Malabar parota, wheat parota, sandwich white bread and wheat bread, home-style wheat paratha, wheat chapati, paneer, curd, ‘Squeeze and Fry’ vada batter, customised blends of instant filter coffee liquid and instant coffee powder.
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